Vodol DM ELIMINATE FOOT ODOUR by Propeg

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ELIMINATE FOOT ODOUR

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market Brazil
Agency Propeg
Creative Director Cláudio Leite
Art Director Gustavo Simões
Copywriter Maurício De Oliveira
Producer Márcia Loiola
Photographer Nicolau El Moor
Released January 2012

Credits & Description

Category: Dimensional Mailing
Advertiser: UNIÃO QUÍMICA FARMACÊUTICA
Product/Service: VODOL PREVENT
Agency: PROPEG BRAZIL
Creative Vice-President: Ana Luisa Almeida (Propeg)
Creative Director: Cláudio Leite (Propeg)
Copywriter: Maurício Oliveira (Propeg)
Art Director: Gustavo Simões (Propeg)
Photographer: Nicolau El Moor
Producer: Marcia Loiola (Propeg)
Art Buyer: Andre Souza (Propeg)
Account Manager: Sayto Gama (Propeg)
Media placement: DIRECT MAIL - DRUGSTORES - 11 JANUARY 2012

Describe the brief/objective of the direct campaign.
VODOL is one of the main antiseptic medication brands in Brazil. Its product line is designed to treat athlete’s foot, foot odour and their symptoms. Feet problems like these are relatively common in Brazil due to its hot tropical climate with high moisture levels. It’s also common for most Brazilians to seek orientation regarding this kind of problems, more commonly ignoring medical help and instead asking pharmacy attendants.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Flip-flops are widely used by Brazilians. People who don’t take proper care have sweaty feet that exude unpleasant odours. As a relationship marketing strategy we distributed pairs of flip-flops to managers and important sellers of our points of sale. The flip-flops came with stickers that portrayed pictures of items known for their bad odor, like cheese and onion, to show how awful the smell of people who don’t take care of their feet can be. Along with the flip-flop a tag explained how to remove the sticker and reveal the true picture on the flip-flops: Flowers.

Explain why the creative execution was relevant to the product or service.
With this action we distributed unique and not available for sale flip-flops to promote VODOL with a powerful public. Using the client’s own distribution network more than 1,000 pairs of flip-flops were distributed to the main pharmacies where the product is sold.

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.
Curiously the search for VODOL in these pharmacies grew an average of 30%. The cost of the action was extremely low, only 1 or 2 pairs of flip-flops per pharmacy. With this action, VODOL conquered not only the sympathy of the salesforce but of 1,000s of consumers.