Health and Wellness > Consumer Products Promotion

NASTIEST TEST

SANTO, Buenos Aires / PORTA HNOS / 2019

Awards:

Bronze Cannes Lions
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Film
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Overview

Credits

Overview

Why is this work relevant for Branded Content & Entertainment?

In the film, we see the Brand Manager of Bialcohol (an alcohol gel brand) exposing herself to the nastiest test. It consists of eating a potato chip from a stranger’s dirty hand, of course after they apply Bialcohol gel.

This is a documentary film in which the Brand Manager doesn’t have any script to follow. So, as you can see in the film she goes through different stages of the test without having any clue.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Healthcare regulatory bodies: ”No therapeutic use. Bialcohol kills 99% of germs and bacteria”

BIALCOHOL IS AN ALCOHOL GEL WHICH IS AN OVER-THE-COUNTER PRODUCT WITHOUT ANY RESTRICTION IN THE MARKET (Argentina)

• TV stations/media channels: ONLINE FILM

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

We found a way to show that Bialcohol is more effective than other gel alcohols: by proving it on the client’s body, exposing her to the most contaminated scenes and having a notary public to certify that all the challenges are true. And in the end, conducting a blood test

Background

• Situation: Gel alcohol products are all the same. No difference at all. Same color. Same presentations. Same claims. Same results.

• Brief: How can we tell people that BIALCOHOL is the best option and more effective than other alcohol gels.

• Objectives: Increase awareness of the brand. Boost sales.

Describe the creative idea

We created THE NASTIEST TEST, a test in which the brand manager of Bialcohol is exposed to different challenges in order to prove that with Bialcohol, you don’t have to fear the bacteria.

Describe the strategy

We found a way to show that Bialcohol is more effective than other gel alcohols: by proving it on the client’s body, exposing her to the most contaminated scenes and having a notary public to certify that all the challenges are true. And in the end, conducting a blood test to give real results about the test.

Describe the execution

In the film, we see the Brand Manager of Bialcohol (an alcohol gel brand) exposing herself to the nastiest test. It consists of eating a potato chip from a stranger’s dirty hand, of course after they apply Bialcohol gel.

This is a documentary film in which the Brand Manager doesn’t have any script to follow. So, as you can see in the film she goes through different stages of the test without having any clue.

In the end, things get a bit tough.

Everything to prove the efficiency of the product.

The film was broadcast on social networks and online channels beginning April 2019.

Describe the outcome

+10MM VIEWS IN THE FIRST WEEK

+300 MM IMPRESSIONS

+35% BRAND AWARENESS

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