A MESSAGE THAT WILL TOUCH YOU by De La Cruz/ DLC San Juan for Crystal Light

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A MESSAGE THAT WILL TOUCH YOU

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Industry Against Cancer
Media Direct marketing
Market Puerto Rico
Agency De La Cruz/ DLC San Juan
Executive Creative Director Rafael Sepulveda
Art Director Pedro Vergé
Copywriter Daniel Roman
Released October 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: CRYSTAL LIGHT
Product/Service: INSTITUTIONAL
Agency: DE LA CRUZ/OGILVY
Date of First Appearance: Oct 1 2010
Entrant Company: DE LA CRUZ/OGILVY, San Juan, PUERTO RICO
Executive Creative Director: Rafael Sepulveda (De La Cruz Ogilvy)
Copywriter: Daniel Roman (De La Cruz Ogilvy)
Art Director: Pedro Verge (De La Cruz Ogilvy)
Traffic Department Director: Niurka Escotto (De La Cruz Ogilvy)
Traffic Department Coordinator: Wanda Santiago (De La Cruz Ogilvy)
Production Department Director: Carlos Escriva (De La Cruz Ogilvy)
Account Executive: Leandra Rodriguez (De La Cruz Ogilvy)
Account Director: Ginny Jovet (De La Cruz Ogilvy)
Media placement: T-Shirt - Gyms, Malls, Etc. - 1/October/2010

Describe the brief/objective of the direct campaign.
The target was women, both current Crystal Light customers and new potential customers. They are generally in pursuit of wellness and they all have a common interest when it comes to a cause like breast cancer.
The objectives were to shock women about breast cancer so they would get tested while creating buzz and a special bond with these women and Crystal Light. This effort reinforces the brand as a symbol of wellness for women.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We went to different places where we could find women, gyms, malls, etc. We gave them a nice and comfortable Crystal Light t-shirt to wear. However, once women wore the shirt they felt an uncomfortable thing on their breast. Once women felt this they saw there was a tag inside the t-shirt with a small pearl and the message “Don’t wait until it’s too late, take the test”.
Women were shocked and very responsive to this effort as they expressed their intent to get tested.

Explain why the creative execution was relevant to the product or service.
The creative idea for this effort was a unique and never seen before way of using a t-shirt. The idea was so original that women had no idea what they were in for. The t-shirts made women feel uncomfortable, shocked, even scared which was what it took for them to take breast cancer seriously and get tested.
Women see Crystal Light as a source of wellness, a leader, a vibrant brand for and about women. Therefore, it was the perfect brand to reach out to women to test themselves.

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.

Women were surprised and shocked. 53% of women that were reached through this effort said to have a real intention of getting tested.
Although no formal research has been done after this effort, women who were reached showed a positive reaction and a strong connection with Crystal Light and the message it was communicating through this effort.
Since this was a brand building effort, it can’t be immediately linked to sales. This type of efforts will show sales profit, consumer awareness and loyalty long-term.