SNEEZE by J. Walter Thompson Guatemala for Redoxon

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SNEEZE

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Industry Hospitals, Healthcare facilities & Medical Services, OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market Guatemala
Agency J. Walter Thompson Guatemala
Creative Director Luis A. Samayoa
Copywriter Marco Polo Ramirez
Creative Mishel Velez, Pablo Orantes, Alberto Osegueda
Account manager Carolina Angel
Released December 2010

Credits & Description

Category: Best Use of Screens
Advertiser: BAYER
Product/Service: COLD MEDICINE
Agency: JWT GUATEMALA
Date of First Appearance: Dec 2 2010
Entrant Company: JWT GUATEMALA, Guatemala City, GUATEMALA
Creative Director: Luis Samayoa (JWT Guatemala)
Copywriter: Marco Ramírez (JWT Guatemala)
Creative: Mishel Velez (JWT Guatemala)
Creative: Pablo Orantes (JWT Guatemala)
Creative: Alberto Osegueda (JWT Guatemala)
Account manager: Carolina Angel (JWT Guatemala)
Media placement: TV Innovation. - Claro TV, Sinerco - 2 December 2010.

Insights, Strategy & the Idea
Objectives: to impact adults at a socioeconomic status level so that they may understand that in this time of cold, it´s good to start preventing and reinforcing their defenses with Redoxon. The client had a very limited budget and asked us to advertise in the weather segment, with a traditional format used by most other brands. Instead of creating the typical intro to the weather segment, we decided to become a part of it, to impact the consumers and surprise them in the middle of the television programing, through a weather girl´s sneeze and a sign in the bottom of the screen that reads: 'In this cold time, take Redoxon'. This action impacted more than 200,000 people (newscast ratings) communicating the importance of reinforcing their defenses in a season where temperatures drop considerably.

Creative Execution
We decided to become a part of the weather segment through a simple action. The weather girl starts her segment giving the forecast and at a given moment, without previous notice, she sneezes towards the weather icons on the map dispersing them. When this happens, a sign that reads: 'In this cold time, take Redoxon', appears in the lower part of the screen.

Results and Effectiveness
A sneeze in several weather segments was enough to communicate to over 200,000 people (newscast ratings) the importance of reinforcing their defenses in winter.