COLLECTOR'S ITEM by J. Walter Thompson San Juan for Unilever

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COLLECTOR'S ITEM

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Industry Hygiene & Personal Care Products
Media Promo & PR
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Johanna Santiago
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: UNILEVER
Product/Service: UNILIVER PRODUCTS
Agency: JWT SAN JUAN
Date of First Appearance: Aug 4 2009 12:00AM
Entrant Company: JWT SAN JUAN, PUERTO RICO
Vice President Regional Creative Director: Jaime Rosado (JWT San Juan)
Senior Copywriter: Lixaida Lorenzo (JWT San Juan)
Art Director: Johanna Santiago (JWT San Juan)
Media placement: Print - Newspaper - El Nuevo Día, Vocero, Primera Hora - 4 August 2009
Media placement: P.O.P. - Supermarkets - 4 August 2009

Describe the objective of the promotion.
Unilever wanted to improve the sales of a variety of their products. All, mostly bought by housewives. They wanted to achieve this through a promotion inside supermarkets.

Describe how the promotion developed from concept to implementation
We used the #1 soap opera of the moment to achieve our goal. It was the first soap opera in years to be produced on the Island. Housewives were devouring every episode. They waited outside the studios just to get a glimpse of their favorite actors. So, we decided to call those actors and bring them to the supermarket. Anyone who wanted to get an autograph just had to buy a Unilever product for the actors to sign. Turning every Unilever product into a signed collector’s item for the housewives.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 30,000 autographs where signed in only 10 visits by the actors to the supermarket. Over 30,000 products were sold.

Explain why the method of promotion was most relevant to the product or service
Unilever’s products are mostly bought by housewives. Soap Operas are the number one passion of housewives on the Island. Housewives got what they wanted most, an autograph from their favorite actor and Unilever got what they wanted most, thousands of products sold.