HANGOVER MONSTER by Lola Lisbon for JABA RECORDATI

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HANGOVER MONSTER

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Industry Health & Pharmaceutical Products, Business equipment & services, Corporate Image
Media Direct marketing
Market Portugal
Agency Lola Lisbon
Associate Creative Director Joao Coutinho
Creative Director Susana Albuquerque
Art Director Joao Nuno Pinto, Pedro Santos
Copywriter Sofia Menezes, Vasco Cardoso
Account Supervisor Fernanda Albuquerque
Strategic Planner Margarida Silva
Released July 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: JABA RECORDATI
Product/Service: HANGOVER REMEDY
Agency: LOWE ATIVISM
Date of First Appearance: Jul 21 2010
Entrant Company: LOWE ATIVISM, Lisboa, PORTUGAL
Entry URL: http://www.facebook.com/monstroressacas
Brand Manager: Helena Gonçalves (Jaba Recordati)
Managing Director: João França Martins (Lowe)
Creative Director: Susana Albuquerque (Lowe)
Associate Creative Director: João Coutinho (Lowe)
Strategic Planner: Margarida Silva (Lowe)
Account Supervisor: Fernanda Albuquerque (Lowe)
Copywriter: Sofia Menezes (Lowe)
Art Director: Pedro Santos (Lowe)
Account Planner: Carina Rodrigues (Lowe)
Copywriter: Vasco Cardoso (Lowe)
Art Director: Nuno Pinto (Lowe)
Production: Team (Made in Lisbon)
Junior Account Planner: Afonso Ferreira (Lowe)
Media placement: Outdoor Posters - 2 Themes - MOP - 21 July 2010
Media placement: Radio - 1spot 30" - Cidade + Comercial - 21 July 2010
Media placement: Digital - Banners - 4 - Websites:Sapo+Messenger+Cotonete+BeachCam HP&ROS+Cidade+Comercial+RFM+TSF Radios - 28 July 2010
Media placement: POS - Flyers Activation - Universities + Street + Festivals - 23 July 2010

Describe the brief/objective of the direct campaign.
Guronsan is a medicine for a hangover.
Young people 18-25 are the “drinking target” so they are the Guronsan target. But most of them don’t even know Guronsan exists.
Guronsan is loosing its market share. We had to attract new customers, otherwise the brand would die.
The objectives:
1. Attract new customers to the brand;
2. build traffic from a new generation of party-goers.
The strategy:
Create a content that is interesting to the target and relevant to the brand.
Build traffic where the target is: in the drinking places.
Create daily contact using facebook.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Hangover Monster
1. We created the Hangover Monster and we made him evil. He personifies every pain resulting from any kind of hangover. We aimed him to the 18-25 party-goers.
2. We created his facebook profile where he destroys young people’s mornings.
3. We used radio and posters on summer festivals to launch the Monster and his facebook.
4. The Monster goes out and does evil stuff to youngsters who drink too much: in summer festivals, clubs and university parties.
5. The Monster has daily updates on Facebook: posting photos, comments, mockumentary style videos of his life.

Explain why the creative execution was relevant to the product or service.
Party-goers don't go into Pharmacies or look at medical communication.
We had to find a way to make a pharmaceutical product cool and relevant for them.
We did it. The Hangover Monster exists.
He’s a stunt/ambient/guerrilla/experimental marketing tool.
He builds traffic and allows the brand to interact with its target everyday, in the streets and on-line.
More than 20.000 people like the Hangover Monster on Facebook, he has more than 2 million pageviews and some people even ask him to pay them visits to their parties.

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.
1. 1000 posters and 1 radio spot on 2 national radio stations, resulted: 1000 Facebook fans in 3 days.
2. Within 1st month, branded content and street activation meant 4000 fans. 3 months later 15,400 fans.
3. 30 locations activated - universities, street, summer festivals.
4. As branded contents were being posted, average of new fans increased significantly.
5. Daily average of 67 new ones and 1313 monthly. Overall 2 million page views.
6. Ranked nº1 health brand on Portuguese Facebook pages.
7. Sales grew over 60% in the 2nd semester 2010 versus the 1st one.