DON’T FORGET YOUR PROMISES by OMD Santiago for Andromaco

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DON’T FORGET YOUR PROMISES

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ANDROMACO
Product/Service: GAMALATE STRESS MEDICATION
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Media Director: Andrea Baier (OMD)
Media Director: Paola Hermosilla (OMD)
Commercial Manager: Jaime Ben Dov (Andromaco)
Media placement: Tv Campaign - 4 spots - CHV-Mega-Telecanal-TVN - 01/11/2009
Media placement: Internet - MSN_Google-Terra-TVN-La tercera - 01/11/2009
Media placement: OOH - Billboards - 01/11/2009
Media placement: Radio - ADN-Cooperativa - 01/11/2009
Media placement: Newspapper - LUN - 01/11/2009

Results and Effectiveness
We managed to increase sales by 100%, which was very important since the cost of the medicine is high. We also got a big media coverage that had no cost whatsoever for our client and translated into a leveraging of the advertising budget of 200%. And most importantly, we made sure people won’t ever forget about Gamalate.

Creative Execution
Since the presidential election process was near, we associated the product’s benefit to memory with the typical promises made by candidates during their campaigns. We defied them to keep their word under the concept of “don’t forget your promises.” We searched for the most characteristic promises made by each one of the 4 presidential candidates -such as “no more queues in public medical centres” or “we will fight to stop crime”- and finished them with “don’t forget your promises, Gamalate will help with your memory”. To spread them, we resorted to traditional political propaganda codes. As a consequence, we carried signs in the streets and had press ads in politics sections and commercials in political TV shows; additionally, we complemented the mass advertisement with direct action on the candidates, to whom we publically gifted with a box of Gamalate so they would not forget their promises. The footage was uploaded to YouTube and had a great number of visits and comments.

Insights, Strategy & the Idea
Manage to make the anti-stress neuroregulator named Gamalate a renowned medicine through its main benefit: it help us with our memory.