DREAMS by Grey Mexico for Abtei

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DREAMS

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Industry Health & Pharmaceutical Products
Media Promo & PR
Market Mexico
Agency Grey Mexico
Creative Director Hugo Muñoz, Roman Barrera
Released December 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GLAXOSMITHKLINE
Product/Service: SLEEPING PILL
Agency: GREY MEXICO
Date of First Appearance: Dec 11 2010
Entrant Company: GREY MEXICO, MEXICO
Executive Creative Services/Vice President: Andrés Martínez (Grey)
Creative Director: Hugo Muñoz (Grey)
Creative Director: Román Barrera (Grey)
Media placement: Transit Advertising - Streets - 11 December 2010

Describe the objective of the promotion.
Let the people see the dreams of others, and encourage them to have their own. Of course, with the help of Nytol.

Describe how the promotion developed from concept to implementation.
We compiled the dreams of many people and made some of them real on the streets, with the message "Dreaming feels great".

Explain why the method of promotion was most relevant to the product or service.
Nytol allowed people to see other people’s dreams, and to comment about the dreams that everyone wanted to have.
Now people don’t have to worry about sleeping.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After these activations, the perception of Nytol increased 17% and the client has adopted the idea to be further applied in several countries.