Hawaiian Tropic DM SUMMER CLOUD, 2 by Ogilvy San Jose

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Industry Skin Care
Media Direct marketing
Market Costa Rica
Agency Ogilvy San Jose
Director Marlon Villar
Copywriter Osvaldo Baldi
Producer Alexander Castilla, Martha Chavez
Released November 2012

Credits & Description

Category: Fast Moving Consumer Goods
Advertising campaign: SUMMER CLOUD
Producer: Alexander Castilla (Oglivy Costa Rica)
CCO: Nicolas Schumacher (Ogilvy Costa Rica)
Director: Marlon Villar
Producer: Martha Chavez (Oglivy Costa Rica)
CD: Paula Guevara (Ogilvy Costa Rica)
CD: Ronny Villalobos (Ogilvy Costa Rica)
Account Director: Andrea Rojas (Ogilvy Costa Rica)
AD: Juan Jose Bonilla (Ogilvy Costa Rica)
Copywriter: Osvaldo Baldi (Ogilvy Costa Rica)

In a really different and fun way we were able to reach more than 10.000 people with "direct" consisting of Hawiian Tropic Sheer Touch Summer Cloud sachet to create awareness on the importance of protecting your skin from sun radiation and the right way to apply sunblock even if during cloudy days.

Client Brief Or Objective
Create a teaser campaign for the launch of Hawaiian Tropic Sheer Touch among beach-goers of the Central Pacific Coast of Costa Rica. Some of the target has used Hawaiian Tropic before, but never this product. In Costa Rica everybody loves a sunny day in the beach. As soon as the day breaks, people find ways to enjoy themselves under the sun.But as often as you get beautiful days in the tropic, people tend to forget that a long exposure to solar radiation may cause severe burns that can lead to skin cancer.

To showcase the importance of wearing sunblock during summer, we created the SUMMER CLOUD, a direct effort and unique sampling experience that reached more than 10.000 people across the Central Pacific Coast resulting in a highly viral exposition that reached thousands of people. A ballon cloud that provides shade to those exposed to sunlight, accompanies the direct effort, rising awareness among consumers miles away!

Summer Cloud attracted thousands of people and the 10.000 Hawiian Tropic Sheer Touch Summer Cloud sachet were delivered directly to consumers generating massive tryout before the official launch of the product in stores. Target had the opportunity to test Sheer Touch in a real life application in the midst of an unique sampling opportunity that portrait Hawaiian Tropic as an ally in a way that was clear and easy to understand.