Protex Print BACTERIA COUNTER by Y&R Sao Paulo

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Industry Hygiene & Personal Care Products, Soaps
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Kleyton Mourao
Copywriter Roberto Kilciauskas
Producer Elaine Carvalho, Flavio Zamboni
Account Supervisor Valeria Ordonhez, Claudia Menezes, Priscila Campolina
Released February 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Product/Service: PROTEX
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Art Director: Kleyton Mourao (Y&R Sao Paulo)
Copywriter: Roberto Kilciauskas (Y&R Sao Paulo)
Illustrator: (CWS 3D)
Art Buyer: Monica Beretta (Y&R Sao Paulo)
Producer: Elaine Carvalho/Flavio Zamboni (Y&R Sao Paulo)
Account Supervisor: Valéria Ordonhez/Claudia Menezes/Priscila Campolina (Y&R Sao Paulo)
Planner: Eliana Yamaguchi/Adriano Eliezer (Y&R Sao Paulo)
Media: Gustavo Gaion/Fabiola Sidorenko (Y&R Sao Paulo)
Advertiser: Adriana Leite/Adriana Anido (Y&R Sao Paulo)
Media placement: Counter - Bathroom's door handle - 10 February, 2012

Describe the objective of the promotion.
It´s important to wash hands regularly with Protex. People know that they get in contact with thousands of these micro-organisms everyday in simple acts such as pressing the elevator button or touching the door handle of a bathroom. But, generally, when they are doing these things, they don´t realise that there are bacteria that can be harmful to their health. We needed to show that just because you can´t see them doesn't mean the bacteria are not there. And also communicating the importance of self-protecting with Protex at the precise moment of contact.

Describe how the promotion developed from concept to implementation.
To achieve this result, we created the bacteria counter. A display that showed the number of bacteria on the door, on the handrail, on places where people put their hands. When someone touched one of these objects, the number of bacteria displayed dropped, indicating that they were taken away from there. A message on the display stated: Get rid of them with Protex.

Explain why the method of promotion was most relevant to the product or service.
We used as media channels, at places with high flow, the main places where people put their hands: turnstiles, restroom doors, different door handles, handrails and elevator buttons. The counters were installed at fitness centres, where people are really concerned about health issues, on the subway, which generated a great result due to the significant flow of people number; and at supermarkets because of the flow and to lead to immediate sales results.

Describe the success of the promotion with both client and consumer including some quantifiable results.
At the fitness centres where the bacteria counter was installed, people used, on average, 1,500ml of Protex weekly in each restroom. During the activity, this average went up to 3,300ml, increasing by 120% the consumption of the product. This activity was part of a media plan that raised the sales volume by 2% and helped consolidate the leadership of the product in the antibacterial soap category. And people started to realise that bacteria are everywhere, that´s why it´s so important to always use Protex.