Category: Dimensional Mailing
Advertiser: NYCOMED
Product/Service: NEBACETIN OINTMENT
Agency: SANTA CLARA
Creative Director: Fernando Campos (Santa Clara)
Creative Director: Murilo Lico (Santa Clara)
Creative Director: Carlos André Eyer (Santa Clara)
Creative: Leo Avila (Santa Clara)
Creative: Ronaldo Tavares (Santa Clara)
Director Of Photography: Eli Firmeza (Banzai Studio)
Executive Producer: Egisto Betti (Banzai Studio)
RTV Producer: Regina Knapp (Santa Clara)
RTV Producer: Thieny Prates (Santa Clara)
Planning: Ulisses Zamboni (Santa Clara)
Planning: Bru Figueiredo (Santa Clara)
Planning: Danilo Lima (Santa Clara)
Production/Film: - (ParanoidBR)
Speaker Off: Rodrigo Ferrarini (Udog)
Online Media: Ana Lara Cavaleiro (Santa Clara)
Online Media: Bruno Oliveira (Santa Clara)
Online Media: Daniela Pinho (Santa Clara)
Online Media: Luciana Mariano (Santa Clara)
Media: Michele Mano (Santa Clara)
Media: Telma Bueno (Santa Clara)
Media placement: Magazine - Indefinitely - 06 July 2011
Describe the brief/objective of the direct campaign.
Nebacetin is an ointment that the whole family has been using for years. It is a traditional product that has reinvented itself, because it knows that 'Families change.The way to take care, doesn’t'. We had to show that in a way that would appeal to a younger audience, in order to spread the reach of the product.The problem is: ointments aren’t on young people’s radars, so we had to reach them in everyway possible: friends, family and social media.That’s why we decided to modernise one of the most traditional families in the world. We updated the family from The Game of Life.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We modernised one of the most traditional families in the world: the family from The Game of Life. A family that has had a father, a mother and several children since 1860. We created and produced the first really updated version of this classic game. The Game of Life-Modern Families had new characters, new careers and new situations. The game was distributed for free: the public just needed to ask for it on the website to have it delivered at home. This way, we put our communication piece inside thousands of homes, and because of its nature, we had young people from all over Brazil playing with it, increasing the brand knowledge enormously.
Explain why the creative execution was relevant to the product or service.
The Game of Life–Modern Families created a big base of fans. It was a fun way of talking about the product and its multiple uses. When you consider it was all about a medicine, an ointment, creating this kind of relationship is even more beneficial – and difficult – for the brand. This strategy had never been done by the medicine industry, and the audience had never related in this way to a brand of ointments. It was appropriate because it reached a new and younger target in a very intimate and close way, talking their language to deliver the brand positioning in a subtle way.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign set a new standard of client-consumer relationship for the brand, opening a rare dialogue between a medicine and its consumers. Close to 20,000 games were ordered, with almost 700,000 unique visitors to the website. All of it with a campaign with almost no paid media. The Facebook version was played by almost 15,000 people. Great numbers, when you consider that we are talking about an anti-inflammatory ointment. The qualitative gain was even greater, showing that Nebacetin is an open-minded brand. The consumers got to play a new game, keeping in their houses an advertising material.