Cannes Lions

Rorsh*t E-detailer

ACE SAATCHI & SAATCHI, Manila / MEAD JOHNSON NUTRITION / 2017

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Overview

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Credits

Overview

Description

Inspired by the popular Rorschach Test, the Rorsh*t detailer engaged doctors by showing them specialized inkblots, and asked them their perception of each one. Many of our target doctors answered gamely but none came close to guessing what the images really were. These inkblots were later revealed to be different types of baby stool as defined by the Bristol Stool Chart, a standardized guide for doctors to check if a baby’s digestive system is healthy. And this was our way to introduce our brand as the formula milk that addresses digestive discomforts, that normalizes any babypoop.

Execution

The Rorsh*t detailer created Rorschach-inspired "ink blot" shapes from the shapes created by baby stool from the Bristol Stool Chart. It was launched on July 1, 2016 and was used by the brand's medical representatives until September 30, 2016. The material was used by the med reps as ice breakers-- a way in to talk to 7060 target doctors, spread in 77 hospitals nationwide about our formula milk that addresses digestive discomforts in infants and children.

Outcome

As part of a strong HCP-focused effort, the Rorsh*t detailer helped the brand’s total performance in 2016.

We reached 7,060 doctors in 77 hospitals.

The doctors’ recommendations resulted to a 40% increase in November, a 15% increase for the year, and a 9% increase of shares in the Total Discomfort Category.

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