HEART SECTION by Neogama for Becel

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HEART SECTION

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Executive Creative Director Alexandre Gama
Creative Director Marcio Ribas, Wilson Mateos, Wilson Mateo
Art Director Felipe Massis
Copywriter Patricia Leme
Photographer Bruno Cals
Account Supervisor Mariana Magalhães
Released September 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILVER
Product/Service: BECEL MARGARINE
Agency: NEOGAMA/BBH
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama/BBH)
Creative Director: Márcio Ribas (Neogama/BBH)
Creative Director: Wilson Mateos (Neogama/BBH)
Art Director: Felipe Massis (Neogama/BBH)
Copywriter: Patricia Leme (Neogama/BBH)
Media Director: Alexandre Ugadin (Neogama/BBH)
Media Supervisor: Gabriela Azevedo (Neogama/BBH)
Media Manager: João Paulo Ferraz (Neogama/BBH)
Media: Rodrigo Lima (Neogama/BBH)
Account Director: Valéria Barbosa (Neogama/BBH)
Account Supervisor: Mariana Magalhães (Neogama/BBH)
Photographer: Bruno Cals (Freelance)
Head of Planning: Eduardo Lorenzi (Neogama/BBH)
Planning Director: Luciano di Eugêncio (Neogama/BBH)
Media placement: Newspaper Section - O Estado De São Paulo - 15/09/2009

Results and Effectiveness
A study by Milward Brown Ibope to measure brand recall was carried out right after the campaign. It revealed that the newspaper brought the best results considering the relation between recall and investment. All health-related attributes of the brand observed an improvement compared to the results of 2009.

Creative Execution
But how should we address such a delicate issue? We knew cholesterol levels and heart disease are not visible things – so how could we emphasise the importance of taking good care of the heart? The solution was to use Brazil’s largest newspaper and employ an informal, conversational tone to talk about heart disease. We created an 8-page section called “Heart” that featured articles on health issues and interviews with medicine and nutrition professionals. The agency and the newspaper worked together to create the content – we wanted to make sure it was going to be relevant. To make things even more interesting, subscribers received the newspaper inside a paper bag, similar to those used in Brazil to wrap bread rolls. It is a local habit to eat bread rolls with margarine for breakfast, so the strategy drew a relationship between the brand, the newspaper, and the special section “Heart”.

Insights, Strategy & the Idea
The main business goal was to make the target audience aware of risks related to high cholesterol levels – such as heart disease – and also show how Becel can help reduce these levels. Our targets are usually well informed and concerned with health issues, but since they can’t see their heart, they might not be aware of its condition. The campaign ran on World Heart Day, when people tend to be more open and receptive to messages concerning their health. It was the perfect timing for the advertiser, which had its message conveyed on the most appropriate occasion.