Health and Wellness > Consumer Products

WITH LOVE, YOUR MOM

DENTSU MARCOM, Gurgaon / OMRON / 2016

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Overview

Credits

Overview

BriefExplanation

BriefWithProjectedOutcomes

We had to be extremely careful about product usage because consumer was using it without a medical assistant. Also, we had to inform the audience that if they take medicines, they should take them only upon prescription.

CampaignDescription

A daughter sends a parcel and a letter to her mother living alone in a small town with the message that 'some things are good to know'. What the mother does not know brings an unexpected twist in the story.

Execution

We created an over 6 minute long video and weaved a beautiful story of a daughter finding a groom for her mother. The video has a full product demonstration as well. We released this ad on the YouTube and Facebook page of Omron Healthcare. In no time, the video moved the whole country to tears.

Outcome

12.6 million impressions

100,000% increase in views

1.5 million views across Facebook and twitter alone

Tonnes of free media

484,000 engaged in coversations

Relevancy

Because a brand made the whole nation weep.

Strategy

We researched and found that the requirement for a blood pressure monitor was mostly in smaller towns as old people suffering from blood pressure could not afford to go to hospitals and had no money to buy such equipment for themselves.

Thus the approach was to talk to the children of these aged parents who have moved to big cities for better career prospects, and ask the children to gift an Omron blood pressure monitor as a gift.

Synopsis

This is was the situation:

1) Omron was a unknown brand.

2) No one was interested in blood pressure monitors

3) The people who needed them were old people living in small towns who had a hard time traveling to hospitals to check their blood pressure

4) They did not have the money to buy

This was the brief:

Turn a medical product into a household item

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