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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Luiz Sanches Jr.
Creative Director Andre Kassu, Marcos Medeiros
Art Director Bruno Guimarães
Account Supervisor Lorenzo Kohler
Released November 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: BAYER
Product/Service: ASPIRIN
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Art Director: Bruno Guimarães (AlmapBBDO)
Account Supervisor: Lorenzo Kohler (Bayer)
Advertiser's Supervisor: Wilson Pereira (AlmapBBDO)
Advertiser's Supervisor: Calebe Ferres (AlmapBBDO)
Advertiser's Supervisor: Fabiana Santucci (AlmapBBDO)
Media placement: Mobile - iPhone, Android, SmartPhones - April 30th

Describe the brief/objective of the direct campaign.
The campaign aim was to communicate to people in closed environments that the flu is a highly contagious virus. When you least expect it, you are already experiencing the first symptoms. That’s why it is advisable to always carry an aspirin with you: to ease each one of the flu’s symptoms.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To talk about the flu, we spread the idea in the main contagious place: the air indoors. And to convey how easy it is to catch the disease, we created an open Wi-Fi network available to thousands of people with only 1 click.

Explain why the creative execution was relevant to the product or service.
We created Wi-Fi Flu: an open Wi-Fi network called 'Flu' that was available for users in a big shopping mall in the city. When they connected and started to use the browser, users received the following message: 'Catching the flu is easy. For this reason, always count on Aspirin.' And a pack-shot of the product appeared on the screen next to the copy.

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.
Our network was accessed by more than 500 people daily during the week it was available.