| Title | THE GREAT ESCAPE |
| Brand | SIGMA TAU |
| Product/Service | YOVIS VIAGGIO |
| Category |
B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
BEDESCHI FILM Milan, ITALY
|
|
Advertising Agency
|
PUBLICIS MODEM Milan, ITALY
|
|
Media Agency
|
MEC Rome, ITALY
|
|
Production Company
|
BEDESCHI FILM Milan, ITALY
|
Credits
| Giovanni Bedeschi |
Bedeschifilm |
Owner And Director |
| Federico Salvi |
Bedeschifilm |
Executive Producer |
| Claudio Gallinella |
|
Director |
| Fabrizio Squeo |
|
Editor |
| Silvia Ventimiglia |
|
Scenographer |
| Bruno Bertelli |
Publicis Modem Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Modem Italy |
Creative Director |
| Alessandro Candito |
Publicis Modem Italy |
Creative Supervisor And Art Director |
| Paolo Bartalucci |
Publicis Modem Italy |
Creative Supervisor And Copywriter |
| Federica Fragapane |
Publicis Modem Italy |
Account Supervisor |
| Mattia Orso Mangano |
Publicis Modem Italy |
Strategic Planner |
| Monica Rossi |
Publicis Modem Italy |
Agency Producer |
| Luana Strafile |
Publicis Modem Italy |
Agency Producer |
| Silvia Brunelli |
Sigma Tau |
Group Product Manager |
| Andrea Diliddo |
|
Graphic Designer |
The Brief
To create a memorable ambient and activation to support the launch in the Italian market of Yovis Viaggio, a remedy against traveller’s diarrhea by Avantgarde.
Describe how the promotion developed from concept to implementation
In the largest Italian international airport we have built a labyrinth, where we imprisoned departing passengers that were visiting the toilets. Only at the end we revealed that the feeling they felt for those few minutes would be the same they would experience in their long-awaited vacation if they didn’t take precautions with our product.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign has seen/shared on different media: blogs and newspaper about travel, health, current events, and and it has been broadcast in cinemas. The results were outstanding: + 334% traffic to the websites,+ 156% sales, + 53,5% market share, media impression: 7.000.000. In addition, with the launch of Yovis Viaggio the target is now aware that there is a way to beat traveler's diarrhea: a remedy to associate their travels to exotic countries.
Explain why the method of promotion was most relevant to the product or service
The probiotic category in Italy is very crowded and in this jungle of promises it becomes difficult to select the best solution for your needs: most people use the wrong remedies (diarrhea blockers), or non effective ones (yogurts). We need to point out that Yovis is the proper remedy for the target.