Nycomed Promo, Case study GAME OF LIFE by Santa Clara

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GAME OF LIFE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Carlos Andre Eyer, Murilo Lico, Valdir Bianchi
Creative Ronaldo Tavares, Leo Avila E Caio Lekecinskas
Released July 2011

Credits & Description

Category: Healthcare and Services
Advertiser: NYCOMED
Product/Service: NEBACETIN OINTMENT
Agency: SANTA CLARA
Creative Director: Fernando Campos (Santa Clara)
Creative Director: Murilo Lico (Santa Clara)
Creative Director: Carlos André Eyer (Santa Clara)
Creative: Leo Avila
Creative: Ronaldo Tavares (Santa Clara)
Creative: - (Banzai Studio)
Production Of Rtv: Regina Knapp (Santa Clara)
Production Of Rtv: Thieny Prates (Santa Clara)
Planning: Ulisses Zamboni (Santa Clara)
Planning: Bru Figueiredo (Santa Clara)
Planning: Danilo Lima (Santa Clara)
Online Media: Ana Lara Cavaleiro (Santa Clara)
Online Media: Bruno Oliveira (Santa Clara)
Online Media: Daniela Pinho (Santa Clara)
Treatment: Janaína Luna (Santa Clara)
Treatment: Andréia Putini (Santa Clara)
Treatment: Mariane Preti (Santa Clara)
Media: Michele Mano (Santa Clara)
Media: Telma Bueno (Santa Clara)
Media: Luciana Mariano (Santa Clara)
Media placement: Magazine - Indefinitely - 06 July 2011

Summary of the Campaign

Nebacetin is an ointment that the whole family has been using for years. It is a traditional product that has reinvented itself, because it knows that 'families change. The way to take care, doesn’t'. The challenge was to show this under restrict laws and a scene with competitors that fight not via communication, but via price. We decided to keep building a strong and relevant brand. To do so, we modernised one of the most traditional families in the world: the family from The Game of Life.

We talked to the name owners, created a new gameplay, new characters, new situations. You could live life in a gay family, or as an independent person, or as a divorced couple. We made a whole new version of this classic both physically and virtually. You could play it with your friends on Facebook, or order the physical version and receive it at home. To spread the game, we based the whole strategy on its PR power: virtually no paid media was used. We achieved that by approaching influential people with many different profiles that matched the ones of the game: traditional journalists, bloggers, young couples, divorced parents, gay couples, adopted children, gamers, among others.

The Situation
Young people are mostly septical about medicine advertisements. We had to fly under their radars, opening a dialogue without directly interfering in any media. Also, there are many legal restrictions to the communication made for medicines in Brazil. A way of walking around it was turning our message into a relevant proposal, and making it reach those with power to talk about it – virtually everybody with access to the internet, plus the traditional media. All in, we decided to create a product that had the potential to become the axis of a PR campaign, and counted on earned media.

The Goal
The goal was to get closer to a younger audience, showing them that Nebacetin is a traditional, yet ever-updating brand. Having that in mind, our objectives were more qualitative than quantitative: we wanted to open a dialogue channel, rather than just sending a message through. This way, we set as a goal to distribute 15,000 games with little or no bought media. The first research made was to find the right topic, that could strengthen the brand positioning while embedding itself into pop culture. With the Game of Life in hands, we redesigned it, from gameplay to package.

The Strategy
We planned the campaign as we would plan a product launch – because, in the end, that’s what it was all about. We ran the preparation for the launch in secrecy and set several key-moments: first, we chose the people that would receive the game at first. Then, we would send it to a larger base of bloggers and journalists. We also prepared a rich media kit, with the game itself, pictures, videos (including an unboxing video), blog tags; everything they could use. After this first wave, we would release an ad, to make sure the topic was true and believable – something necessary to push the orders forward. After that, we would talk to social media celebrities. And, at last, when the topic was getting old, the traditional display media campaign would begin, with banners in blogs, print ads and other paid media.

Execution
The plan started being implemented according to what was predicted: for 1 week, we sent teaser materials with curious and interesting facts about modern families to journalists and bloggers. Then, a group of 5 bloggers and 5 journalists received the game, previous to its official launch. 2 days later, the website was online, and everybody could order a game. Now, we had a big list of people that could relate to the characters of the game and the campaign – such as gay rights activists, divorced mothers, traditional families… We split this big group into several categories: some received the full media kit and the game; others received just the full media kit; others, a smaller kit; and, finally, there were some to whom we just sent an electronic press release. We, then, noticed that the game was better received by the online media,and concentrated our PR efforts on them.

Documented Results

With this strategy, we made the brand stronger. It was a good move against generic drugs, which were taking market share from Nebacetin. This way, we reverted a down in sales to a slight growth of 5%. More than that, we increased brand awareness in general, and introduced the brand to young people, creating a base of followers in social networks that we can activate. The comments in every point of contact were astonishing: the consumers generated new content, and our message spread quickly and solidly. The game itself was ordered by close to 20,000 people, and the Facebook version was played by 10,000 people. It is estimated that the campaign got 4 times its initial investment in earned media, reaching literally millions of people by using the power of the right subject.