Title | DISEASE STRIKES BACK |
Brand | DOGADAN |
Product/Service | HERBAL AND INFUSION TEA |
Category |
E01. SOCIAL VIDEO |
Entrant Company
|
PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
|
Advertising Agency
|
PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
|
Production Company
|
RANDOM WORKS Istanbul, TURKEY
|
Credits
Cem Batu |
Plasenta Conversation Agency |
Creative Director |
Ödül Küçük |
Plasenta Conversation Agency |
Strategist |
Gözde Balkan |
Plasenta Conversation Agency |
Account Director |
Burcu Bolat |
Plasenta Conversation Agency |
Account Executive |
Özge Kaya |
Plasenta Conversation Agency |
Community Manager |
Creative Execution
Once the H3N2 virus conversation skyrocketed, we aired the first commercial to present him to the users where he makes a presence in an office and spread the virus to the employees. Following the video, we created social media accounts for Mr. Disease where he started to communicate proactively with people mentioning about personal sickness experiences. In the second video, he visits a coffee shop and continues to contaminate the customers with his presence. In both occasions, the only ones who are immune to Mr. Disease are the ones, drinking Doğadan teas.
Doğadan sales increased by 34% on January 2014, in comparison to January 2013. According to Google’s most successful YouTube ads report, Mr. Disease is selected as the most successful ad of the month in January 2014. Within 10 days, the videos total view count went over 1 million and more than 85% of people watched the full video, which lasts 98 seconds. First video’s total count came up to 1.702.820, and the second one’s view count was 1.039.689. Mr. Disease related conversation reached up to 4.664.416 people. In the meantime, many of the prominent local and global blogs published articles about the campaign.
While building up the winter protection communication, Turkish leading tea brand Doğadan aimed to highlight the reinforcement of its infusion and herbal teas and boost the winter sales. We tried to understand how people feel about being sick and initiated a search on social media: It is treated equal with beaten up; like a punch in the stomach.We came up with the idea of introducing a unique persona, Mr. Disease who is the embodiment of sickness; an evil and charismatic character that enjoys visiting crowded places. He was meant to be the winter’s invisible face which creates an anti-hero positioning as opposed to our hero, Doğadan products.