Category: Best Use of Mobile Devices
Advertiser: BAYER
Product/Service: ASPIRIN
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Bruno Guimarães (AlmapBBDO)
Account Supervisor: Lorenzo Kohler (Bayer)
Advertiser's Supervisor: Wilson Pereira (AlmapBBDO)
Advertiser's Supervisor: Calebe Ferres (AlmapBBDO)
Advertiser's Supervisor: Fabiana Santucci (AlmapBBDO)
Media placement: Mobile - iPhone, Android, SmartPhones - April 30th
Insights, Strategy & the Idea
The campaign aim was to communicate to people in closed environments that the flu is a highly contagious virus. When you least expect it, you are already experiencing the first symptoms. That’s why it is advisable to always carry an Aspirin with you: to ease each one of the flu’s symptoms. We created Wi-Fi Flu.
Creative Execution
The Wi-Fi Flu is an open wi-fi network called “Flu” that was available for users in a big shopping mall in the city. When they connected and started to use the browser, users received the following message: “Catching the flu is easy. For this reason, always count on Aspirin.” And a pack-shot of the product appeared on the screen next to the copy. To talk about the flu, we spread the idea in the flu’s main contagious place: the air indoors. And to convey how easy it is to catch the disease, we created an open wi-fi network available to thousands of people with only one click.
Results and Effectiveness
Our network was accessed by more than 500 people daily during the week it was available.