Listerine DM ESSENTIAL TO GET YOU THERE by J. Walter Thompson Sao Paulo

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Industry Oral Hygiene
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Guilherme Sakosigue | Pedro Galdi | Roberto Fernandez
Copywriter Luiz Filipin
Producer Fabio Sato
Account Supervisor Rafael Freitas, Isabel Rossetto, Carla Magro | Priscila Arakelian
Released August 2010

Credits & Description

Category: Product Launches
Product/Service: MOUTHWASH
Date of First Appearance: Aug 1 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President / Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Art Director: Guilherme Sakosigue (JWT)
Copywriter: Luiz Filipin (JWT)
Head Of Planning: Ken Fujioka (JWT)
Planner: Newton Nagumo (JWT)
Planner: Caio Delmanto (JWT)
Planner: Rafael Prieto (JWT)
Account Director: Luciana Rodrigues (JWT)
Account Supervisor: Rafael Freitas (JWT)
Account Supervisor: Isabel Rossetto (JWT)
Account Supervisor: Priscila Arakelian (JWT)
Media Team: Ezra Geld/David Ralitera/Marcos Berger/Camila Gazzano/Wagner Sena/Giulia Fortino (JWT)
Art Buyer: Renata Sayão (JWT)
Producer: Fabio Sato (JWT)
Creatives: Juarez Zaleski/Rodrigo Bellão (Midia Digital)
Technologist: Felipe Gomide/Antonio Neto (Midia Digital)
Media Team: Marcelo Andrade/Kelly Fernandez/Vinicius Zimmer (Midia Digital)
Account Team: Aline Radominski/Rodrigo Alberini/Marcelo Wolfgang (Midia Digital)
Media placement: Website - Internet - 1st August 2010
Media placement: Service Centers - Subway Stations - 20th August 2010
Media placement: Docvertisign - TV (Mershans) - 1st August 2010
Media placement: Posters - Colleges - 1st August 2010

Describe the brief/objective of the direct campaign.
The objective was to launch Listerine Essential, a new product line for the low income consumer, who never thought mouthwash was necessary, but understand the importance of their healthy smile as a business card.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of advertising to them, we brought a source of information for professional, educational and cultural development, to help low income people to get there. In partnership with an important NGO, we have created a portal to deliver essential information; we brought real stories of real people explaining how they got there, with a healthy smile; we even became their real business card.

Explain why the creative execution was relevant to the product or service.
We came up with a Communication Platform instead of an advertising campaign, in order to create a permanent bond with these consumers. It was brought to life under the concept Listerine Essential. Essential for you to get there, which is a well known expression in Portuguese and this theme was deeply incorporated by the brand through the portal, banners in colleges offering discounts on language courses, subway stations producing real business cards for people, and even a contest to help a poor community achieve their objectives by investing money on a construction. The whole campaign brought relevance to the product and connected to the consumer so deeply, that the results showed were outstanding.

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.
In less than two months, Listerine Essential gained a 1.4% market share. There were 60,000 visits to our website.
And most importantly, it offered over 5,000 job postings and numerous openings for professionalizing training courses.