Tums DM FAST FOOD by Grey Mexico

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Direct marketing
Market Mexico
Agency Grey Mexico
Director Israel Rincón Ramírez
Art Director Diana Pilar Herrera Anduiza, Juan Pablo Torres Unna
Copywriter Sergio Fernández Villaescusa
Producer Ursula Bertrand, Luz Canobbio, Andrés Jasso
Released November 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: SWEETS
Date of First Appearance: Nov 20 2010
Entrant Company: GREY MEXICO, MEXICO
Executive Creative Services V.P.: Andrés Martínez Echeverría (Grey Group México, S.A. de C.V.)
Art Director: Juan Pablo Torres Unna (Grey Group México S.A. de C.V.)
Copywriter: Sergio Fernández Villaescusa (Grey Group México S.A. de C.V)
Art Director: Diana Pilar Herrera Anduiza (Grey Group México S.A. de C.V)
Producer: Luz Canobbio (Grey Group México S.A. de C.V)
Edition/Post Production: Roberto Rosas (Grey Group México S.A. de C.V)
Audio Designer: Gerardo Miranda (Equiscosa)
CEO/Account Manager: Steve Stroud (Grey Group México S.A. de C.V)
Director: Israel Rincón Ramírez (Rojo Films)
Producer: Andrés Jasso (Rojo Films)
Producer: Ursula Bertrand (Giproducer)
General Manager/Account Manager: Claudia Martínez (Grey Group México S.A. de C.V)
Media placement: Street Teams - Streets And Homes - November/20/2010
Media placement: Direct Response Stunts - Homes - November/20/2010
Media placement: Samples - Homes - November/20/2010

Describe the brief/objective of the direct campaign.

A lot of people know that TUMS is a chewable tablet that relieves heartburn, but they don’t think of it as FAST. That’s why they use “stronger” solutions they have at home. We needed to give samples directly to our potential costumers in a moment they would need it and communicate “fast relieve”, so that they preferred buying TUMS from then on.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took advantage of our worst enemy: Fast Food. A special troop of TUMS agents went to fast food restaurants and waited until the deliverers went out. Our heroes chased them on motorcycles until they got to their customer’s homes and left a sample directly to them, with an important message: “TUMS ACTS FAST RIGHT AFTER YOUR FOOD”. Potential customers could also trade the flyer for a discount on the product.

Explain why the creative execution was relevant to the product or service.
We took advantage of the problem causers and created a fresh way of direct marketing. Our heroes got into the perfect personification of the product, acting right after the greasy foods, just like TUMS works. We surprised the perfect target in a direct way on the must relevant moment, allowing a great response and a significant relationship with them.

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.
More than 8000 potential customers received the sample directly and 64% of them traded the flyer for a discount on the product, turning into loyal consumers. They all realized that whenever greasy food attacks, TUMS will save them fast. Stores run out of the product and the promotion is now rolling out in five other countries.