Meta Real Promo, Case study VIRTUAL FRIDGE LOCK by Giusti, J. Walter Thompson Sao Paulo

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VIRTUAL FRIDGE LOCK

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Industry Business equipment & services
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Agency J. Walter Thompson Sao Paulo
Director Marcelo Galvao
Art Director Gabriel Gariba | Pedro Galdi
Copywriter Fernando Duarte Silva
Producer Gatacine, Vetor Zero Team
Photographer Regis Fernandez
Account Supervisor Yves Rodrigues
Released April 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: META REAL
Product/Service: META REAL
Agency: JWT BRAZIL
Agency: GIUSTI COMUNICAÇÃO
Executive Creative Director/Creative Director/Art Director/Illustration: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director/Copywriter: Ricardo John (JWT)
Copywriter: Fernando Duarte (JWT)
Art Director: Gabriel Gariba (JWT)
Digital Producer: Rodrigo Alberini (JWT)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Yves Rodrigues (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Advertiser Supervisor: Mariella Zuccon (Meta Real)
Producer: Vetor Zero (Vetor Zero)
Producer: Gatacine (Gatacine)
Producer: 14 Bits (14bits)
Sound Producer: YB
Digital Producer: Renata Sayão/Daniele Pizzo (JWT)
Director: Marcelo Galvão (JWT)
Media placement: Product - Social Media | Meta Real Head Office - 26 April 2012

Summary of the Campaign
Meta Real has been helping people to lose weight by teaching them how to eat correctly for over 25 years. But there was still 1 problem: how to stay in touch with their clients late at night - the most difficult time to resist the urge to eat. This is why we came up with the Virtual Fridge Lock, a security device against late night fridge raids. Every time a fridge with it installed is opened late at night, the device sends a post to the user's social networks. Telling all of their friends about the raid. The product launch was a success, but the buzz grew when the first units were installed in the fridges of some Meta Real students and of some journalists and bloggers. That's because each raid notification steered up the conversation, and without knowing it every user became ambassadors of Meta Real, generating an almost immeasurable amount of free publicity for the brand.

The Situation
Meta Real is an eating re-education plan that is really innovative and trustworthy. It has been helping people lose weigh for over 25 years. But, even with all this achievements, Meta Real was always 'behind' Weight Watchers in the people's minds. Their most powerful 'media' was the students and the successful results of their eating re-education plans.

The Goal
Meta Real is a 26-year-old weight loss program that combines multiple routines and methodologies to help its customers lose weight without what it calls 'the accordion effect' - in which people deprive themselves of certain foods, get thin, go through withdrawals, and over-consume these products once they return to them, packing on the pounds.

Despite their long history in the weight loss business, they relied only on word of mouth to attract participants, were always behind their main 'rival' Weight Watchers in media presence, and had a very limited budget. So, how could the Meta Real became a well known brand?

The Strategy
We created a product, the Virtual Fridge Lock, based on very common behaviour: the late night fridge raid. With it, everybody would know when a user raided the fridge. The news of the launch triggered a lot of new participants to Meta Real. After it, the firsts units of the product were given to some Meta Real new participants and to some journalists and bloggers who asked for it. With this, people started talking even more about the product and about the brand, and started to search for both.

Execution
Instead of creating an advertising campaign, we decided to create something that would gain the attention of the news, something that would make people want to be a Meta Real participant.

And so we came up with the Virtual Fridge Lock: a security device against late night fridge raids. Every time a fridge with the Virtual Fridge Lock installed is opened late at night, the device sends posts the raid in the user's social networks telling all of his friends about the raid.

First we launched the product. The news about it gained buzz in health, and tech magazines and blogs. The next move was to start the distribution of the device, first to some Brazilian influencers and celebrities, than to all the new participants of the eating re-education program. The response was massive, bringing the 'obscure' Meta Real to the conversation.

And in the end every user, with every raid, became media. One problem (late night fridge raids) became an advertising platform, and steered up the conversation about the brand.

Documented Results
At the time of writing, this campaign is still live, so the full results are not yet available. However, it's possible to say that it was the most successful marketing initiative by MetaReal. MetaReal overtook Weight Watchers in media presence, earning more than $500,000 in media without spending on media buying.

The number of entries increased more than 10 times over, and there was so many product requests, blog mentions, tweets, magazine and newspaper articles about it that we had to start making more and more Virtual Fridge Locks. And we're still doing so.