DON'T FORGET by Leo Burnett Tailor Made Sao Paulo for Boehringer Ingelheim Vetmedica

DON'T FORGET

Pin to Collection
Add a note
Industry Vitamins & Diet Complements
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Carlos Vale
Art Director Rodrigo Bol Delorenzo, Rodolfo Fernandes
Copywriter Daniel Funes
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BOEHRINGER INGELHEIM
Product/Service: PHARMATON MULTI-VITAMINS
Agency: LEO BURNETT BRASIL
Date of First Appearance: Apr 14 2010 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL: http://www.carolstuff.net/pharmaton
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Rodolfo Fernandes (Leo Burnett Brasil)
Art Director: Rodrigo Bol Delorenzo (Leo Burnett Brasil)
Accounting Director: Celina Freitas (Leo Burnett Brasil)
Accounting Executive: Rafael Oliveira (Leo Burnett Brasil)
Media Director: Ana Claudia Rosat (Leo Burnett Brasil)
Media Supervisor: Simoni Orlandi (Leo Burnett Brasil)
Planning Vice President: Patricia Weiss (Leo Burnett Brasil)
Planning Director: João Gabriel (Leo Burnett Brasil)
Planning Manager: Cristina Panariello (Leo Burnett Brasil)
Media Planner: Haroldo Paro (Leo Burnett Brasil)
Copywriter: Daniel Funes (Leo Burnett Brasil)
Creative Director: Carlos Vale (Leo Burnett Brasil)
Media placement: Internet Banner - website - 14/04/2010

Results and Effectiveness
Over 85% of people who forgot their passwords, clicked on the banner which led them to the Pharmaton website. That attitude shows that the target really wanted to know more about the product. This achieved the awareness objective.

Creative Execution
Our objective was to be there for them right at the time they missed the benefit the product stands for. For that we used an unexplored and unexpected media area, that fits exactly to the product. Inside websites, as soon as we clicked on the link to get a new password, it took us to a second screen where the procedure to recover the password starts, and there was the place of the communication.

Insights, Strategy & the Idea
Pharmaton is a multi-vitamin supplement that enhances physical and mental performance and the client wanted to emphasise the mental benefit of it. The objective of this communication is, besides generating awareness, to make the benefit of the product tangible to the one of the core targets: people in the financial market. These people are very close to the web and considering how many passwords we all have to remember these days to navigate the Internet, we found an opportunity to market the product's benefit by being in the right media context.