Psi: JEITO

Credits & Description:

Advertiser: PSI
Agency: GOLO ADVERTISING AGENCY
Category: Best Use of Integrated Media
Advertising campaign: JEITO
Designer: Fábio Capelão (GOLO)
Account Executive: Kátia Issufo (GOLO)
Copywriter: Kinha Fonseca (GOLO)
Copywriter: Joana Anahory (GOLO)
Designer: Ricardo Oliveira (GOLO)
Creative Director: Thiago Fonseca (GOLO)
Account Manager: Elisa Ribeiro (GOLO)
Account Executive: Filipe Soeiro (GOLO)
Creative Director: Josanias Braga (GOLO)

Execution
Firstly the numbers concept was applied to the packaging of Jeito. J1, J2 and J3. After that, above-the-line TV, RADIO, PRESS and OUTDOOR was launched combined with guerrilla and events/promotions. After that digital media channels started to use 'numbers' associated content. The campaign up to today is still spreading the channels and abrangence.

Effectiveness
Jeito sold 6 million condoms in the 4 months after the launch of the campaign. The brand became the most preferred in research amongst 18-25 year olds.

Strategy
Jeito is Mozambique's biggest and oldest condoms brand. By 2012 a complete rebranding was done. The 'numbers' concept was introduced in a 360º campaign. Playing with funny numbers associations was the creative idea of Jeito. Inumerous associations with numbers on different ads, and guerrilla proven that the concept can go on and on. The numbers of sales duplicated in 2 weeks after the launch and more importantly, the numbers of people using condoms have grown in Mozambique.