Category: Best Use of Audio
Advertiser: 3M
Product/Service: SUPER 33+
Media Agency: OMD PANAMA, Panama City, PANAMA
Media Director: Jair Navarro (OMD Panama)
General Manager: Michelle Tuy (OMD Panama)
Marketing Supervisor: Maria Elena Fernandez (3m Panama)
Media placement: Radio Campaign - La KY, Super Q, Maxima FM, La Mega, KYS FM, Antena 8. - 10 November 2011
Insights, Strategy & the Idea
Objective:
Take advantage of Christmas season to increase product sales of 3M Super 33 +.
Insight:
During the Christmas season, home fire cases increases due to Panamanians lack of caution in electrical installations and connections overloads.
It was important to educate the target on the importance of proper connections for a Safe Christmas. So 3M Super 33 + decided to do it.
To send the message all over the country we used Radio because of its great penetration and relevance to the target at high traffic hours. In addition, this media allowed us to give the surprise effect associated with the brand, creating interest and interaction with listeners.
Creative Execution
Use the influence of DJs from the main radio stations in the country to send a message of impact. How? Electrifying the radio station cabins!
The regular programming was interrupted with a special effect of electricity, together with the performance of the DJ who reported on the chaos in the cabin because of the electric shock. Next, the speaker explained the benefits of Super 33 + and how the use of product avoid damages in the cabin.
Then he restored the station's regular programming.
Results and Effectiveness
The social networks of the radio stations had many mentions of the brand Super 33 +.
More interest of the audience toward our message, receiving calls from the listeners to comment about the theme.
Quick ROI by increasing sales by 31% vs the previous year.
And what we are more proud of is that the country reported less accidents in the Panamanian homes.