Activia DM RHYTHM IN THE POT by Wunderman Sao Paulo

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RHYTHM IN THE POT

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Industry Yogurt
Media Direct marketing
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Guto Chicanelli
Copywriter Daniel Xavier
Account Supervisor Paula Nunes
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DANONE
Product/Service: ACTIVIA
Agency: WUNDERMAN BRAZIL
Date of First Appearance: Feb 24 2011
Entrant Company: WUNDERMAN BRAZIL, Sao Paulo, BRAZIL
Entry URL: http://www.festivals.com.br/rhythminthepot
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Copywriter: Daniel Xavier (Wunderman)
Art Director: Guto Chicanelli (Wunderman)
Planning Director: Ramiro Amaral (Wunderman)
Planning Manager: Lia Dutra (Wunderman)
Social Media Director: Reinaldo Quinto (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Client Service Vice President: Marcus Tavares (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Production Director: Ricardo Ramos (Wunderman)
Production Manager: Sandro Figueiredo (Wunderman)
Media Director: Emmanuel Martins (Wunderman)
Group Account Director: Monika Cerqueira (Wunderman)
Account Director: Maureen Gonzalez (Wunderman)
Account Supervisor: Paula Nunes (Wunderman)
Project Manager: Robson Braga (Wunderman)
Media placement: Online - Facebook - 24/02/2011

Describe the brief/objective of the direct campaign.
Activia is a yogurt that helps regulate the digestive system.
Unfortunately, that's precisely why the brand has difficulty in interacting with its consumers, since "going to the toilet" is not a subject people especially like to talk about.
To overcome that hurdle, we approached the product's main benefit under a new perspective: instead of talking about "regulating your bowls", we invited people to "get their lives in rhythm".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To bring this positioning to life, we went social and literally put some rhythm into people's lives.
We built a giant Activia pot and invited three musicians to create music, live and improvised, from inside it.
The theme of the songs? The Facebook timeline of the consumers themselves.
Through the Activia app users were invited to turn their digital lives information into brand new songs, created especially for them in real time.
Each song's video was instantly published on each user's wall, impacting his entire network and spreading the new rhythm along with the brand's concept throughout the social network.

Explain why the creative execution was relevant to the product or service.
Activa would post messages directly on the wall of each user who had demonstrated an interest in getting his life into a rhythm.

The first message was a warning, a reminder that the show would start in 1 hour.
In the second contact the brand invited the user to participate in the action by serving as an inspiration to musicians in the show that was just starting.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the campaign the users stayed in the brand's app for an impressive average of 18 minutes and 51 seconds.
In just 5 days, nearly 1,000 people had their digital lives put into rhythm, and the videos of their personalized songs reached over 200 thousand people on Facebook.
The action's repercussion on social networks, newspapers and TV took the Activia story to over 4 million people.