LOOSEN YOUR THROAT by J. Walter Thompson Sao Paulo for Benalet

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LOOSEN YOUR THROAT

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Stefano Deluccia, Denis Camargo
Copywriter Ricardo John, Andre Pallu, Roberto Rezende
Account Supervisor Carla Magro | Priscila Arakelian
Editor Felipe Madureira
Released June 2010

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: JOHNSON & JOHNSON
Product/Service: LOZENGE
Agency: JWT BRAZIL
Date of First Appearance: Jun 25 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President | CCO: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director | Copywriter: Fábio Brandão (JWT)
Copywriter: André Pallu (JWT)
Art Director: Stefano Deluccia (JWT)
Art Director: Denis Camargo (JWT)
Art Buyer: Paula Ferrari (JWT)
Editor: Felipe Madureira (JWT)
Account Director: Luciana Rodrigues (JWT)
Account Supervisor: Priscila Arakelian (JWT)
Head of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Media Team: Ezra Geld, David Ralitera, Marcos Berger (JWT)
Client Supervisor: Andréa Bó, Ricardo Wolff, Leonardo Oliveira, Marcele Martins (Johnson & Johnson)
Media placement: Radio - Jovem Pan AM - 25.06.2010

Describe the objective of the promotion.
Promote Benalet during the World Cup.

Describe how the promotion developed from concept to implementation.
Benalet Contest Loosen Your Throat, the lozenge which relives throat irritation of Brazilian fans. Hundreds of fans turning on the radio and narrating the goal of their dreams. After all, there’s no better prize than to disagree with one of the greatest commentators in the country, live on national network. The best narrations have become spots calling the fans.

Explain why the method of promotion was most relevant to the product or service.
In Brazil, radio broadcasts of football matches are very popular. And when it comes to the world cup, everyone has comments to make. Imagine being the commentator of the world cup in your country’s largest radio station.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People throughout Brazil participated including the best comedians on the radio. Every day the narrations were posted on the website. And the fans spread the news asking for votes. The final decision of the golden voice was up to the public. And the person with the best narration commented the world cup final.

1.960.57 visits in radio’s website
hundreds narrations received
Benalet has risen up to the position of second most sold tablet in the Brazilian market.