ALL MEDIA GONE by OMD Dominicana for LABILIRRUBINA.COM

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ALL MEDIA GONE

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Dominican Republic
Agency OMD Dominicana
Editor Deanyelli Hilario
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LABILIRRUBINA.COM
Product/Service: SEXUAL EDUCATION
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: OMD DOMINICANA, Santo Domingo, DOMINICAN REPUBLIC
Creative & Country Manager: Johnny Matos (OMD Dominicana)
Digital Director: Franklyn Polanco (OMD Dominicana)
Viral Supervisor: Pamely Hernández (OMD Dominicana)
Research Supervisor: Elizabeth Taveras (OMD Dominicana)
Media Director: Claudia Ortiz (OMD Dominicana)
Media Director: Raquel Rodríguez (OMD Dominicana)
Media Director: Nidia Ramirez (OMD Domnicana)
Media Director: Yamina Baez (OMD Dominicana)
Editor: Deanyelli Hilario (LaBilirrubina.com)
Coordinator: Leidy Calderon (OMD Dominicana)
Media placement: TV Interruption-One - Color Visiion,Teleantillas,Ame,others - 15/11/2009
Media placement: Radio Interruption-One - Grupo Lopez Radio,Grupo Lluberes,Grupo Medrano - 15/11/2009
Media placement: Billboard Interruption-One - 27 De Febrero Avenue, Megacentro - 15/11/2009
Media placement: Internet Interruption-One - Diario Libre,Biliirubina,ZetaJoven,etc.. - 15/11/2009

Results and Effectiveness
•TV ratings increased 21.7 versus the average (AGB source). •Internet was overloaded during 2h. •Free press about the success and study over 1 million dollars during 6 weeks. •A free 30’ special TV programme on primetime analysing the results. Our congress reintroduced a law that allowed sexual education and free condom distribution without penalty. Thanks to the Magician media idea and 15'' of interruption we are erasing the discrimination and helping the Dominicans and Haitians who live in the Dominican Republic get better education and to prevent sexual diseases.

Creative Execution
Step 1: The Magician threatens people saying that he will make all media disappear the next Sunday at 11pm. Immediately, we got all the media's defensive reaction that attacked the magician. Step 2: The entire country expected Day Zero. A worldwide first, we interrupted all media TV channels, all radio stations, all electronic billboards and access of main local pages on the Internet. Step 3: After the interruption the magician appeared saying that people could find the first Dominican sexual research through the Internet, empowering them to visualise it without any restrictions. Step4: Using all the people who viewed the interruption to generate word of mouth, we attracted other people and the attention of the main media, pushing the news for an entire week in front pages, radio news, interactive talk show etc and social media Internet comments, generating fans through engagement with the main objective that was to raise awareness about the discrimination and obsolescence of the actual law.

Insights, Strategy & the Idea
A few years ago in The Dominican Republic our government prohibited the sexual education in the school and the distribution of free condoms. Our client La Bilirrubina.com created an online sexual research which clearly demonstrated that more than 95% want sexual education to be reinstalled due to the increase of aids and other diseases. How to communicate this and push the news in all media with a small budget of 10,000 dollars? Instead of creating a typical movement or mass media campaign, we created a Magician that threatens to disappear all the media on a specific day and hour, getting the attention of everybody.