Category: Best Use of Screens
Advertiser: PROCTER & GAMBLE
Product/Service: OLAY / BREAST CANCER AWARENESS
Agency: SAATCHI & SAATCHI MEXICO
Vice President / Creative Director: Luis Elizalde (Saatchi & Saatchi)
Creative Director: Gabriel Bello (Saatchi & Saatchi)
Art Director: Ricardo García (Saatchi & Saatchi)
Copywriter: Felipe Rubio (Saatchi & Saatchi)
Copywriter: Raul Ramírez (Saatchi & Saatchi)
Producer: Joaquín Aedo (Saatchi & Saatchi)
Marketing Manager: Juan Aramburo (Procter & Gamble)
Account Manager: Teresa Sordo (Saatchi & Saatchi)
Account Supervisor: Maria León (Saatchi & Saatchi)
Media placement: Cinema - Cinepolis VIP Plaza Carso - October- 3th - 2011
Insights, Strategy & the Idea
1- Olay wanted to reach out to the women of Mexico and let them know that early detection of cancer saves lives. At the same time, raise awareness that Olay is a brand that cares about the future and wellbeing of Mexican women, through the breast cancer prevention campaign.
2. For Mexican women the subject of breast self-examination is taboo, and even though there are many breast cancer campaigns, women still did not feel that this disease could happen to them.
3. The insight was "I know there is breast cancer, but it would not happen to me". To change this mindset we needed to generate word-of-mouth by making the issue personal.
4. We managed to make a very personal and emotional connection with the audience; showing that the brand really cared. The idea was a special recognition to the survivors and makes them "living examples" of how to beat the disease.
Creative Execution
The strategy was to "catch of guard" the target to make a very real case.
The stories of hundreds of breast cancer survivors were recorded, and 3 women were chosen to be "the faces" of the campaign.
These three women where individually invited to movie screenings, where unbeknownst to them, the film they were about to see was a short movie recounting their own survival stories. Hidden cameras captured their reactions once they realised that they were witnessing the story of their personal experience with breast cancer.
We started this action in cinemas, then we created a web spot to be made viral through the brand Youtube channel, we created a digital QR CodeT-shirt, we did radio and TV capsules, Facebook, Twitter and with PR we even broke a Guinness record to raise awareness on the matter of Breast Cancer.
Results and Effectiveness
More than 200,000 people watched the video on Youtube. 3,596,325 Facebook impressions in just 2 months. The fan base on Facebook doubled its size, more than 50,000,000 impressions of #entusmanos on Twitter, more than 200,000 women in 2 months did the breast self-exam. And we broke the Guinness Record of the biggest human ribbon in the world.
Special visibility of the product in all point of sale with special pink executions.