Redoxon: SNEEZE

Credits & Description:

Category: Best Use of Screens

Advertiser: BAYER

Product/Service: COLD MEDICINE

Agency: JWT GUATEMALA

Date of First Appearance: Dec 2 2010

Entrant Company: JWT GUATEMALA, Guatemala City, GUATEMALA

Creative Director: Luis Samayoa (JWT Guatemala)

Copywriter: Marco Ramírez (JWT Guatemala)

Creative: Mishel Velez (JWT Guatemala)

Creative: Pablo Orantes (JWT Guatemala)

Creative: Alberto Osegueda (JWT Guatemala)

Account manager: Carolina Angel (JWT Guatemala)

Media placement: TV Innovation. - Claro TV, Sinerco - 2 December 2010.



Insights, Strategy & the Idea

Objectives: to impact adults at a socioeconomic status level so that they may understand that in this time of cold, it´s good to start preventing and reinforcing their defenses with Redoxon. The client had a very limited budget and asked us to advertise in the weather segment, with a traditional format used by most other brands. Instead of creating the typical intro to the weather segment, we decided to become a part of it, to impact the consumers and surprise them in the middle of the television programing, through a weather girl´s sneeze and a sign in the bottom of the screen that reads: 'In this cold time, take Redoxon'. This action impacted more than 200,000 people (newscast ratings) communicating the importance of reinforcing their defenses in a season where temperatures drop considerably.



Creative Execution

We decided to become a part of the weather segment through a simple action. The weather girl starts her segment giving the forecast and at a given moment, without previous notice, she sneezes towards the weather icons on the map dispersing them. When this happens, a sign that reads: 'In this cold time, take Redoxon', appears in the lower part of the screen.



Results and Effectiveness

A sneeze in several weather segments was enough to communicate to over 200,000 people (newscast ratings) the importance of reinforcing their defenses in winter.