SINUTAB TWO MEDIA IMPACT by J. Walter Thompson Caracas for Sinutab

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SINUTAB TWO MEDIA IMPACT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Venezuela
Agency J. Walter Thompson Caracas
Creative Director Bibiana Segura, Felix Tapia
Art Director Maria Prato
Copywriter Ana Corina Estrada, Javier Valle Lapiz
Producer Alejandro Alvarez, Mariana Blanco, Francis Rosete
Account Supervisor Mauro Garcia
Released October 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: JOHNSON & JOHNSON
Product/Service: SINUTAB ANTI-CONGESTION DRUG
Agency: JWT CARACAS
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: JWT CARACAS, VENEZUELA
Entry URL: http://www.descongestion.com.ve
Chief Creative Officer: Lennyn Salinas (JWT Caracas)
Creative Director: Felix Tapia (JWT Caracas)
Creative Director: Bibiana Segura (JWT Caracas)
Copywriter: Ana Corina Estrada (JWT Caracas)
Copywriter: Javier Valle (JWT Caracas)
Art Director: Maria Prato (JWT Caracas)
Account Manager: Tatiana Ferro (JWT Caracas)
Account Supervisor: Mauro Garcia (JWT Caracas)
Producer: Alejandro Alvarez (JWT Caracas)
Producer: Francis Rosete (JWT Caracas)
Producer: Mariana Blanco (JWT Caracas)
Video Production: Ciro Gamez (El Ejemplar)
Video Post-production: Julio Cesar Jerez (Reality Films)
Voice Over: Denise Rondon
Media placement: Billboard - Los Ruices Main Avenue - 16/10/2009
Media placement: Web Page - Internet - 16/10/2009

Describe the brief/objective of the direct campaign.
Caracas suffers from high volumes of traffic in its main avenues, especially at rush hours. This is the case of Los Ruices Main Avenue, located in the industrial heart of Caracas, where J&J had the challenge of showing a new billboard to the general public.

Explain why the creative execution was relevant to the product or service.
The idea was to establish a link between traffic congestion and nasal congestion and the way to avoid both of them with our product. We successfully combined the billboard with a digital media, inviting the drivers to interact with the advertising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Spanish the word congestion has a double meaning: It refers to a crowded place or a cold symptom. When the idea comes up, we decided to include a camera on the billboard that would be transmitting the traffic situation live on internet, so people could avoid the traffic jam in the area.

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 Sinutab hot drink presentation jumped from 17% to 20% of Share Of Market at the end of the year, strengthening Sinutab leadership in the market. The average time at the site interacting with our brand was 1min 39secs per visitor.