HANGOVER CAMPAIGN by DraftFCB Mexico for Picot

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HANGOVER CAMPAIGN

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Direct marketing
Market Mexico
Agency DraftFCB Mexico
Creative Director Martin Giudicessi, Ariel Senzacqua
Art Director Felipe Spínola, Rodrigo Sanjuan
Copywriter Mikel Anton
Account Supervisor Luisa Pinto
Released January 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: BRISTOL MYERS SQUIBB
Product/Service: PICOT PLUS
Agency: DRAFTFCB MEXICO
Executive Vice President, Creative: Nacho Zuccarino (Draftfcb Mexico)
Creative Director: Martín Giudicessi (Draftfcb Mexico)
Creative Director: Ariel Senzacqua (Draftfcb Mexico)
Copywriter: Mikel Antón (Draftfcb Mexico)
Art Director: Rodrigo Sanjuan (Draftfcb Mexico)
Art Director: Felipe Spínola (Draftfcb Mexico)
Illustrator: Niark 1 (Freelance)
Art Buyer: Héctor Méndez (Draftfcb Mexico)
Account Supervisor: Luisa Pinto (Draftfcb Mexico)
Account Manager: Cristina Nájera (Draftfcb Mexico)
Planner: Mariana Hernández (Draftfcb Mexico)
Unit Director OTC: Fernando Ángel Haua (Brystol Myers Squibb)
Head of Art: Enrique Arellano (Draftfcb)
Media placement: Postcard - Night Spots And Sale Points - 1/11/11

Describe the brief/objective of the direct campaign.
Relaunch Picot Plus, Mexico’s oldest and most familiar hangover relief medicine. Create a funny and appealing campaign for young people, not another OTC medicines’ boring message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We did exactly as the client asked: we communicated a very simple benefit in a compelling way for young people. We wanted to create a piece of work they would love to take with them.
Like a concert poster.

Explain why the creative execution was relevant to the product or service.
Hangover relief medicines are deeply connected with youngsters and OTC messages are always flat and way too descriptive. We think our campaign was relevant because of the language we chose (something between street art and the craziest graphic design) to communicate a very simple message.

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.
The 3 posters we have created were fully spread in social networks and also postcards (handed in at several night spots across the city, as well as at sale points), flew away. And we only invested 15,000 in producing and handling the campaign.