Eudora Promo, Case study MIRROR MIRROR by Santa Clara

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MIRROR MIRROR

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Industry Cosmetics & beauty products
Media Promo & PR, Case study
Market Brazil
Agency Santa Clara
Director Paulo Adorni
Creative Director Fernando Campos, Serginho Lobo, Valdir Bianchi
Creative Carlos Paboudjian, Leo Avila E Caio Lekecinskas, Janaína Luna, Mariana Coelho
Released January 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: EUDORA
Product/Service: NEO ETAGE
Agency: SANTA CLARA
Creative: Serginho Lobo (Santa Clara)
Creative: Caio Lekecinskas (Santa Clara)
Creative: Mariana Coelho (Santa Clara)
Creative: Carlos Paboudjian (Santa Clara)
Creative: Janaína Luna (Santa Clara)
Creative Director: Fernando Campos (Santa Clara)
Creative Director: Serginho Lobo (Santa Clara)
Production: Renato Frey (Santa Clara)
Production: Larissa Gonçalves (Santa Clara)
Production Of RTV: Thieny Prates (Santa Clara)
Production Of RTV: Regina Knapp (Santa Clara)
Planning: Larissa Berbare (Santa Clara)
Planning: Ulisses Zamboni (Santa Clara)
Production/Films: - (Adorni Filmes)
Director: Paulo Adorni (Adorni Filmes)
Treatment: Gisela Hirai (Santa Clara)
Treatment: Janaína Luna (Santa Clara)
Media placement: Internet - Campaigns’s website, youtube and vimeo. - 01.20.2012

Summary of the Campaign
To launch NEO ETAGE, a line of anti-ageing cosmetics we created the Mirror Mirror, a blind test, but in a different way: broadcast throughout Brazil for 21 days, uncensored.
We invited 30 real women to test Neo Etage, without telling them brand name. Each one of them received a mirror at home, a magic mirror. Inside it there was a computer and a camera. Every morning, the mirror would ask a question. The answers were sent directly to a host-site, where everybody could follow the experience; completely uncensored, the women shared their experience about the new line and opened up a little about their lives.

At the end of the experience we invited the 30 women to attend a press conference, in which Neo Etage was revealed and they answered questions from the press. On the following day, the blind test campaign was featured in the main websites, blogs and magazines of the segment.

This entry is appropriate to PR Lions because the objective of the campaign was to create a real experience with 30 women and after that get them to attend a press conference to the media, exposing the brand to real people who tell of its true effectiveness.

The Situation
Consumers are tired of cosmetics ads that promise miracles and fake testimonials from people selling the efficacy of a product. So, we decided to take a risk and create an experience with real women testing and sharing them opinions with all the Brazilians, total uncensored.

The Goal
The goal was to prove to new consumers that Neo Etage really works. But we needed that real people tell the efficacy of Neo Etage to consumers, that's why we created a blind test broadcast throughout Brazil for 21 days.

The Strategy
Consumers are tired of cosmetics ads that promise miracles and fake testimonials from people selling the efficacy of a product. We needed real people to tell the efficacy of Neo Etage to consumers without telling it in a traditional advertising way. So, we decided to take a risk and create an experience with real women testing and sharing them opinions with all the Brazilians, total uncensored. We created the Mirror Mirror, a blind test but in a different way: broadcast throughout Brazil for 21 days.

Execution
We created the Mirror Mirror - a magic mirror - and installed it in the house of each of the 30 women participants. Inside of the mirror there was a computer and a camera. For 21 days, the mirror would ask a question every morning for them. The answers were sent directly to a hotsite, where everybody could follow the experience; completely uncensored, the women shared their experience about the new line and opened up a little about their lives.

At the end of the experience we invited the 30 women to attend a press conference, in which Neo Etage was revealed and they answered questions from the press.

Documented Results

With this strategy, we made the brand stronger. This way, we introduced the brand to new consumers than really believe in Neo Etage's efficacy, different of the reaction in a traditional campaign. The press conference held with the 30 women made the press become our 'partner' for the dissemination of the blind test campaign. In just 1 month while the campaign was on air, the new line of anti-ageing cosmetic was featured in more than 73 articles, generating approximately R$2,673, 678.24 in earned media. 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.