WHATEVER MAKES YOU FEEL GOOD by Competence Comunicacao & Marketing for Panvel Farmacias

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WHATEVER MAKES YOU FEEL GOOD

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Industry Drugstores
Media Promo & PR, Case study
Market Brazil
Agency Competence Comunicacao & Marketing
Copywriter Marcelo Pires, Cristina Carvalho, Marlon Abrahão, Helena Moraes
Released May 2010

Credits & Description

Category: Best Use of Screens
Advertiser: PANVEL FARMÁCIAS
Product/Service: PANVEL FARMÁCIAS
Agency: COMPETENCE COMUNICAÇÃO & MARKETING
Date of First Appearance: May 1 2010
Entrant Company: COMPETENCE COMUNICAÇÃO & MARKETING, Porto Alegre, BRAZIL
Creative Director: Marcelo Pires (Competence and Communication Marketing)
Copywriter: Marcelo Pires (Competence and Communication Marketing)
Copywriter: Helena Moraes (Competence and Communication Marketing)
Copywriter: Cristina Carvalho (Competence and Communication Marketing)
Copywriter: Marlon Abrahão (Competence and Communication Marketing)
RTVC Producer: Adriana Cardoso (Competence and Communication Marketing)
Account Executive: Rosângela Lopes (Competence and Communication Marketing)
Account Executive: Cristiane Kelly Farias (Competence and Communication Marketing)
Media placement: TV Campaign - RBS TV - 1 May 2010

Insights, Strategy & the Idea
Supporting and reinforcing the idea that, no matter the tiny bit of well-being people prefer or look for, PANVEL embraces them all, offering variety, quality, unique service, and innovation. Representing the point of view of someone working inside the store, the campaign pays a compliment to the diversity and specific needs of its customers. Treating them with kindness, warmth and good spirits. Showing that PANVEL has become everything it is because of the unconditional respect for customers and its drive to always offer them the best. Our piece meant a new stage in customers’ perception of the brand as we reinforced the concept of well-being and the slogan" PANVEL. You feeling great, always". Its major relevance is its association of the brand with health and “feeling good”, instead of medicines or diseases.

Creative Execution
Appreciating customers at large without giving specific groups greater importance or distinction; emphasizing, the company’s love for them all. And using friendly, happy, well-adjusted people as examples. TV films are the brand’s concept forte, as the size of the brand requires it to be seen in mass media outlets. The fact that there were three of them allowed us to encompass the audience’s diversity. As reinforcement, the chain’s entire communications have their main focus on well-being and warmth.

Results and Effectiveness

Panvel never stops growing. Institutional communications mean the necessary basis to ensure the brand never stops getting stronger as it grows. Gauging institutional campaign results is not always an easy task. Our agency and Panvel’s marketing department prefer to bet on the idea that the brand’s communications and reality are totally in synch, and we are always mindful of possible changes, while considering positive sales results as the main guarantee. Recent data collected by the agency showed a significant increase in the brand’s recollection and preference in customer choice in its industry. However, no financial data were gauged.