MYHOME.CL by OMD Santiago for LABORATORIO BALLERINA

MYHOME.CL

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released January 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: LABORATORIO BALLERINA
Product/Service: HOME & HEALTH PRODUCTS
Date of First Appearance: Jan 25 2011
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL: http://www.terra.cl/vidayestilo/especiales/2011/micasa/
Media Director: Andrea Martínez (OMD)
Media Superviser: Sandra Pino (OMD)
Media placement: Internet - Terra - 25/01/2011
Media placement: TV - RED TV - CHV - 26/01/2011
Media placement: Pay TV - E-Sony-H&H- Warner- Space-The Film Zone-Infinito-Isat - 26/01/2011
Media placement: Radio - Romántica Radio - 26/01/2011

Insights, Strategy & the Idea
Show Laboratorio Ballerina’s entire line of beauty products as well as its products for the home.

Achieve a database of 8 thousand people.

Strategy

Make the “home” icon our own so as to demonstrate that Laboratorio Ballerina has a specific product for each area and at the same time show their benefits.

Creative Execution
IDEA

The idea was to develop a virtual HOME, set up in www.terra.cl which is Chile’s largest portal, where people could surf through each room, getting to know all the products, their benefits and how they work, plus get friendly advice through videos, apart from raffles and contests for all those who registered and the possibility of winning prizes. This meant that users could familiarize themselves with the brands and products and their benefits.

Based on the above we created exclusive items/pieces in cable, radio, press and TV, inviting more people to surf the web on www.terra.cl/vidayestilo/especiales/2011/micasa

Results and Effectiveness
By the end of the first month we had put together a database of 12,078 persons, 51% more than planned.

During the second month we had more than 20,000 people registered, with an average of 4 minutes on-line, which is 200% greater than the average of a standard site.