Media > Use of Media
MOTHER'S DAY ACTIVITY
J WALTER THOMPSON, Buenos Aires / UNILEVER / 2004
Awards:
Overview
Credits
Overview
Audience
The main objective was to intensify and reinforce the emotional connection of the brand with consumers, by offering them a 'gift' for Mother’s Day. The ambition was to reach all mothers with a unique action, differentiating our advertising at a time saturated with commercial messages referring to mother’s day.
Effectiveness
• Integrated communications plan was carried out;• 9% of the total budget, second semester of 2003, was destined to this action;• one shot Mother’s Day TVC: 44% rating; 1,500,000 people received this special gift; • wide and positive repercussion in the press; • action data: positive Awareness 59%, adequate to the brand 87%, enjoyment 79%, overall opinion 8.41 (means score, base 10); • brand data: conviction/bonding. March/June 19% vs. September/November 26%; • share value: September 34.2%, October 34.5%, November, 35.6%.
Execution
The date was October 19th, Mother’s Day, at 9:00 pm, prime time, on five open TV channels simultaneously (representing 44% of ratings). TV screens went white in order for viewers to share time, greet, remember and think about their mothers. Ad previews, newspapers, print, outdoors and NTA on radios, were created to produce audience expectations during the week prior to Mother’s Day. Julian Weich, TV spokesman, who has represented Ala since 2000, was in charge of presenting the 'gift'.
MediaEffort
An action where the investment was placed in communication and not into logistical costs invisible to consumers. For the first time, a brand urged television viewers not to 'watch' it. It made us divert our attention to something more important — making us understand that the real world doesn’t appear on the screen, includes the people in front of it. Reverence broke the limits of its original viewers, being a 'gift' for everyone. A participative action: it enabled all viewers to express their gratitude and love towards their mothers. Because all viewers … are sons or daughters.
MediaStrategy
For our target there is no better gift and recognition than love from their children. Distraction due to TV viewing can be an obstacle to them paying more attention to their mothers. Ala breaks the traditional television role: on Mother’s Day, an advertising break transforms the TV screen into a totally white image. This also refers to the product’s main benefit total whiteness. This replaces breaks, usually full of commercials, in order to persuade viewers to 'shower their mothers' as they wish. These three minute-TVCs were placed simultaneously on all open TV channels, and a media plan was previously set up to reach the greatest number of viewers watching TV on Mother’s Day during that time slot.
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