DON'T LET IT SURPRISE YOU Arteaga & Arteaga para Bristol-Myers Squibb

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DON'T LET IT SURPRISE YOU

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Sector HIV/AIDS (en)
Media Promo / PR
Mercado Puerto Rico
Agencia Arteaga & Arteaga
Creative Director Laura Figueroa
Art Director Joel Martínez, Ana I. Torres, Hector Soto, Rosangela Sandoval
Editor Edithsie Pérez
Publicado junio 2011

Creditos y descripciones

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: BRISTOL-MYERS SQUIBB
Product/Service: HIV TESTING AWARENESS
Agency: ARTEAGA & ARTEAGA
Creative Director: Laura Figueroa (Arteaga/Arteaga)
Account Director: Juan Alberto Arteaga (Arteaga/Arteaga)
Digital Director: Rafael Arteaga (Arteaga/Arteaga)
Art Director: Rosángela Sandoval (Arteaga/Arteaga)
Art Director - Digital: Josué Oquendo (Arteaga/Arteaga)
Art Director - Digital: Ramón Reyes (Arteaga/Arteaga)
Art Director - Digital: Gabriel Maldonado (Arteaga/Arteaga)
Copywriter - Digital: Joan Vidot (Arteaga/Arteaga)
Programmer: Ruperto López (Arteaga/Arteaga)
Art Director: Héctor Soto (Arteaga/Arteaga)
Editor: Edithsie Pérez (Arteaga/Arteaga)
Art Director: Joel Martínez (Arteaga/Arteaga)
Art Director: Ana I. Torres (Arteaga/Arteaga)
Media placement: Promoters With QR Code Tattoos - Popular Locations - 13 June 2011
Media placement: Flyers With QR Code - Popular Locations - 13 June 2011
Media placement: Bathroom Ads With QR Code - Bars, Restaurants, Universities - 13 June 2011
Media placement: Mobile Landing Page - Smartphone Platforms - 13 June 2011
Media placement: Mobile & Online Display Ads - Target: Users 18-34 Buy - 13 June 2011
Media placement: Online Community - Facebook - 13 June 2011
Media placement: Gas Pump Ads - High Traffic Gas Stations - 13 June 2011
Media placement: Print Campaign - 2 Full Page Executions, 2 Strip Ads, Other Sizes - Newspapers - 22 June 2011
Media placement: TV Media Tour - Telemundo, Univisión, WAPA - 23 June 2011
Media placement: Radio Media Tour - SBS Radio Stations, - 23 June 2011

Describe the objective of the promotion.
Our client's Business Objective was to increase HIV testing, which translates into possible diagnosis and sales for BMS.

As for the Communications Objective, we needed to persuade 30,000 young adults to overcome their fears of talking about and getting the HIV test. Since we can't force people to get tested, our goal was to take them as close as we could, short of actually driving them to the location.

Describe how the promotion developed from concept to implementation.
HIV is not a threatening condition to our target anymore. They prefer to ignore the consequences of risky behavior and not face a negative test result. They don't know that early detection can significantly improve their quality of life. To them we say: Don't let HIV surprise you.

How do we make HIV testing relevant? How do we make getting tested cool and acceptable? By reopening the conversation among peers, and helping young people battle fear, shame and denial.
To achieve that, we let our message spread organically. Our target discovered the message and spread it on social networks.

Explain why the method of promotion was most relevant to the product or service.
In Puerto Rico, people 18-34 is the second highest HIV infected segment, following IV drug users. HIV Testing efforts using traditional media were not working, for HIV tests have declined.

Knowing this group trusts their peers more than anyone else, we went straight to social networks, where they spend most of their time, share information, and form their opinions influenced by their most trusted resources: their friends.

Then we rewarded them for committing to the cause. By making a pledge to get tested, fans of our Facebook page would get exclusive access to an online concert.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We made young people talk about a topic that had been forgotten. Not only that, we got more than 81,000 people to share their commitment to get an HIV test.

HIV tests in 2011 increased 32% vs 2010.

With a budget of $45,000, we reached a potential of 11 million people.