Media > Use of Media
PAGÉS BBDO, Santo Domingo / ARS HUMANO / 2014
Overview
Credits
Effectiveness
• More than 400,000 women used the dressing room, 88% of them, asked for the missing piece of the mirror.
• ARS Humano reported a 38% increase in mammograms compared to last year (Oct - Dec 2013).
Total women affiliates volume grew 18% (Oct-2013).
The idea was talk about in Radio, TV shows and women Magazines.
It was also uploaded in blogs and social media.
Execution
We negotiated with the major department and lingerie stores to perform a simple action by replacing their dressing room mirrors. The new mirrors were designed with a missing piece, making it impossible for women to see the area of their breasts on the reflection. In the area of the missing piece our message read: "If you need this part of the mirror, please ask for it". When asked, a sales assistant would place the missing part of the mirror with another message: "If this part of your body is so important, why don’t you take a couple of minutes and do a simple breast exam now". 4 simple steps instructed them on how to do it.
Throughout October 130 dressing rooms were used, in 25 stores.
Strategy
Breast cancer is the leading cause of death among women. Every year thousands of cases are registered in the Dominican Republic, unfortunately most of them are in a very advanced stage. On the month dedicated to breast cancer, ARS Humano, the leading health insurance company in the country, wanted to promote early detection by motivating women to do a simple self-exam. We knew traditional advertising wouldn’t inspire women to act immediately, that’s why we wanted to reach them in a place that allowed them the intimacy to take action, by placing our message at the moment that the appearance of their breasts was even more relevant: when trying on new clothes. We negotiated with the major department and lingerie stores to replace their dressing room mirrors. ARS Humano has the best plans for breast cancer care in the country making them more relevant when they give the message.
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