Vital Case study THE WORLD'S SMALLEST IDEA by DraftFCB Cape Town

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THE WORLD'S SMALLEST IDEA

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Industry Business equipment & services, Corporate Image
Media Case study
Market South Africa
Agency DraftFCB Cape Town
Creative Group Head Riaan Van Wyk, Andre De Wet
Creative Director Aaron Harris
Art Director Mzi Swartbooi
Copywriter Kamiel Sadien
Producer Jill Garnham
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Temporary In-Store Displays in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: VITAL HEALTH FOODS
Product/Service: VITAL: VIRAL BOOST
Agency: DRAFTFCB CAPE TOWN, SOUTH AFRICA

Chief Creative Officer: Brett Morris (Draftfcb Cape Town)
Excecutive Creative Director: Mike Barnwell (Draftfcb Cape Town)
Creative Director: Aaron Harris (Draftfcb Cape Town)
Creative Group Head: André De Wet (Draftfcb Cape Town)
Creative Group Head: Riaan Van Wyk (Draftfcb Cape Town)
Art Director: Mzi Swartbooi (Draftfcb Cape Town)
Producer: Jill Garnham (Draftfcb Cape Town)
Account Director: Natalie Kingwill (Draftfcb Cape Town)
Scientist: Prof Paul Van Helden (University Of Stellenbosch)
Scientist: Dr Ruben Van Der Merwe (University Of Stellenbosch)
Copywriter: Kamiel Sadien (Draftfcb Cape Town)
Production House: Tintoy (Tintoy)
Audio: We Love Jam (We Love Jam)

Describe the brief from the client
In the run-op to flu season, we were briefed to promote Viral Boost supplement – a multivitamin specifically designed to strengthen immunity and combat the symptoms of colds and flu.



Promotion Development


Pharmacy shelves are littered with wobblers, danglers and shelf-talkers. We needed to cut through the clutter and establish Vital Viral Boost as the top choice when it comes to cold/flu supplements.

We needed a big idea, but instead, we decided to think small.

With a team of scientists we set out to create the world’s smallest ad campaign.

Alarming facts about how cold/flu germs spread were laser-cut onto slides covered with the germs that spread these infections.

Installations were then placed in pharmacies where the product was sold.




Results


Early results show that sales are well above expectations, but as the campaign is still in progress we do not have enough data to give an accurate assessment.




Relevancy to Product/Service


Germs are absolutely everywhere. Try as you might, these tiny bugs will find you. The only defense we have against infections is a strong immune system.

The microscopic world where colds and flu live, offered the perfect canvas to display our messages on.