THE CONTROL CHALLENGE by Optimedia Madrid for Control

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THE CONTROL CHALLENGE

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Client Service Director Cristina Rey
Released June 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: CHICCO
Product/Service: CONTROL CONDOMS
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Marketing Director: Carlos Casado (Optimedia)
Creative Director: Javier Roldán (Optimedia)
Account Director: Antonio Bermudez de Castro (Optimedia)
Planning Director: Macarena Meliá (Optimedia)
Account Executive: Claudia Ramos (Optimedia)
Client Service Director: Cristina Rey (Optimedia)
Planning Director: Marina Ruiz de Ojeda (Optimedia)
Planning Supervisor: Olga Tobalina (Optimedia)
Media placement: TV- 7 Challenges - La Sexta - 2 June 2009

Results and Effectiveness
+700% extra free seconds broadcasted in the program. The challenges were spontaneously uploaded on YouTube achieving more than 229,000 downloads/views. Natural entries generated on Google: more than 359,000 Control achieves a higher recall (+6%) among the young target after developing the action compared to Durex. A +44% of the target will take into account Control when purchasing a condom after viewing the action.

Creative Execution

The youngest profile TV channel was selected: La Sexta. We created an “event” on TV called “The Control Challenge”. Seven Control challenges were developed for seven Control products. TV show leaders dared among each other to see who would perform best each challenge. Three programmes from La Sexta were selected and the 7 most charismatic TV show leaders chosen to perform the challenge. The action was developed in the programmes turning out as a very strong content creation for the different TV shows. A “feud” was created among the different shows and TV show leaders that became during 7 weeks the TV channel’s most interesting content. 45 seconds per challenge had initially been bought and it turned out that the broadcast was extended to an average of 6 minutes each at no extra cost.

Insights, Strategy & the Idea
The condom market in Spain has two major players: Durex and Control. A client’s study of the market situated Control as a much more mature and serious brand, but Durex was better seen among the young target as a fresh, new and renovated brand. The challenge was clear: captivate young people who are the only target in this category that can help grow market share. Communication objective had to work on different levels: exploit the wide range of Control products and all dressed under Control’s claim: “Control is passion”.