NO SMELL AT ALL by Escala for Unimed

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NO SMELL AT ALL

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Industry Health & Pharmaceutical Products
Media Promo & PR
Market Brazil
Agency Escala
Creative Director Roberto Callage E Régis Montagna, Eduardo Axelrud
Art Director Fabrício Pretto
Copywriter Luciana Vieira
Producer Branca Guedes, Fernanda Marques
Released April 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: UNIMED
Product/Service: FLU VACCINATION CAMPAIGN
Agency: ESCALA COMUNICACAO E MARKETING
Date of First Appearance: Apr 23 2009 12:00AM
Entrant Company: ESCALA COMUNICACAO E MARKETING, Porto Alegre, BRAZIL
Creative Director: Eduardo Axelrud (Escala Comunicação e Marketing)
Creative Director: Régis Montagna (Escala Comunicação e Marketing)
Art Director: Fabrício Pretto (Escala Comunicação e Marketing)
Copywriter: Luciana Vieira (Escala Comunicação e Marketing)
Media Planner: Nicolas Motta (Escala Comunicação e Marketing)
Producer: Branca Guedes (Escala Comunicação e Marketing)
Account Executive: Priscila Manjabosco (Escala Comunicação e Marketing)
Account Executive: Carolina Lipinski (Escala Comunicação e Marketing)
Account Manager: Claudia Valim (Escala Comunicação e Marketing)
Account Manager: Alexandre Godoy (Mazah)
Producer: Fernanda Marques (Mazah)
Planner: Paulo Cesar Dias (Mazah)
Planner: Thomas Fontana (Mazah)
Media placement: live street intervention - streets in the city of Porto Alegre - 23/04/2009

Describe the objective of the promotion.
Every year, as winter approaches, Unimed, a Brazilian healthcare cooperative organisation, runs a large campaign to raise awareness regarding the importance of vaccination against the flu.

Describe how the promotion developed from concept to implementation
To accomplish this, team members were sent to streets around vaccination units. Pretending to be employees from a perfume shop, they offered scent samples of what appeared to be a new perfume brand. However, when people tried the new fragrance, surprise: they couldn’t smell anything. Curious, they looked at the sample flask and read the following message: “Did that remind you how bad it is to have the flu and not be able to smell anything?”

Describe the success of the promotion with both client and consumer including some quantifiable results
The final motivating action was essential to Unimed reaching a 247% increase in vaccinations when compared to the year before. Furthermore, the good-humoured and effective strategy enjoyed widespread attention on the web, including blogs and twitters.

Explain why the method of promotion was most relevant to the product or service
People get really bothered by the effects of the flu. But a final form of motivation for them to visit a vaccination unit was always missing. In order to give this final push, we decided to use one of the flu’s most annoying symptoms: the loss of smell.