BEST 'ELECTION' AGAINST HEADACHE by Arena Santiago, DDB Santiago for TAPSIN

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BEST 'ELECTION' AGAINST HEADACHE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Chile
Agency Arena Santiago
Agency DDB Santiago
Account Supervisor José Rubio
Released November 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: TAPSIN/LABORATORIOS MAVER
Product/Service: PAINKILLER
Agency: DDB CHILE
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: ARENA CHILE, Santiago, CHILE
Managing Director: Francisco Hojas (Arena)
Commercial Manager: Ricardo Muchnick (Laboratorios Maver)
Account Director: Marcelo Rivera (Arena)
Senior Brand Manager Tapsin: José Antonio Gracia (Laboratorios Maver)
Account Director: Carolina Velasco (DDB)
Managing Director: Rodrigo Cabezas (Khorner Entertainment)
Account Media Planner: Daniela Reyes (Arena)
Account Supervisor: José Rubio (Arena)
Chief Executive Officer Andean Region: Esteban Calvo (Havas Media)
Media placement: TV Campaign - 2 Spots - UCV – MEGA - CHV - 13 November 2009
Media placement: Radio Campaign - 2 Spots - Cooperativa, Romántica, Oasis, Romance, Montecarlo, Orbe - 13 November 2009
Media placement: Newspaper – 2 Ads - Publimetro – LUN – La Hora - 16 November 2009
Media placement: Internet – 1 Banner - Www.latercera.com - 13 December 2009
Media placement: BTL – 2 Activations - Voting Points - 13 December 2009

Results and Effectiveness
In a time of overwhelming stress, we took away the headache so consumers could get on with their civic duties. • Tapsin remains committed to relieving consumers with 100% SOV • First analgesic in TOM (27.8%, +11% vs. pre-campaign) • Perceived as best first brand (4x times better than Aspirin) • Tapsin is “Close to Me” 32% • A proven leader, Tapsin “won” election media presence and maintained category leadership • Free branded TV presence reached 1,808,729 (68.5% of population) • 540 seconds of free exposure worth $16,800, but priceless connection with the nation

Creative Execution
We reassured citizens that Tapsin was there for them during this historic time. Our platform for national news coverage: “Tapsin: The best choice for Headaches”. Journalists camped at election-related areas, tallied surveys, poll results and broadcast debates. Candidates casting their votes, the most anticipated and publicised campaign picture. Tapsin was also at voting centres, with branded T-shirts/caps for voters, workers and crew; a welcomed relief from summer’s sun – and visible on news coverage. Tapsin-branded microphones interviewed candidates. TV spots mimicked the President’s address: “best candidate and the best choice for headaches”. Newspaper messages resonated with consumers quenching their thirst for all things election. Ironic-toned TV, press and radio messages sympathised with consumers: “Would you have to return from the beach to vote?”, “If the headache passed to second round...”. On news sites, pop-ups referenced the pain while voting on vacation, only to be suddenly eradicated by the power of Tapsin.

Insights, Strategy & the Idea
Tapsin, the analgesic leader in Chile is the preferred headache medicine above and beyond popular aspirin. While competitors only advertise during the winter season, December is a month full of opportunities for Tapsin. A month full of stress; consumers preoccupied with Christmas, end-of-the-year closings, summer recess, the temperature increase and vacation planning. December 2009 – a historical election was to contribute to national stress as all citizens are REQUIRED to vote; polls varied and a non-governing party ruled majority. Voters faced a tough decision, guaranteed to cause a headache. What’s worse – the vote was so close that a MANDATORY second round vote occurred in January. The headache builds… We set our eyes on the 2010 election. We made Tapsin an integral part of the political media territory through a funny, but pleasant tone associated with their functional attribute “eliminate the headache”.