| Title | BALD FINDER |
| Brand | SESDERMA |
| Product/Service | SESDERMA |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
McCANN MADRID, SPAIN
|
|
Advertising Agency
|
McCANN MADRID, SPAIN
|
|
Production Company
|
THE FILM HOUSE Madrid, SPAIN
|
Credits
| Mónica Moro |
Mccann Madrid |
Chief Creative Officer |
| Raquel Martínez/´jon Lavin |
Mccan Madrid |
Executive Creative Director |
| Mikel Echevarría |
Mccann Madrid |
Creative Director/Copywriter |
| Ricardo Rovira |
Mccann Madrid |
Creative Director/Art Director |
| Miguel Larralla |
Llanero Films |
Director |
| Juan José Ocio |
Mccann Madrid |
Producer |
| Fernando Lueches |
Llanero Films |
Producer |
| Raquel Espantaleon |
Mccann Madrid |
Planner |
The Brief
Most men are quite averse to this kind of treatment. They prefer to play down their baldness or
even deny the problem exists. To get our potential target to the pharmacy for a free sample of our
alopecia treatment. Because, while men are extremely reluctant to embark on this type of
treatment, once they take that first step and try it, there is a 90% greater chance of their
continuing with it.
Describe how the promotion developed from concept to implementation
The lifts in a well-known shopping mall were fitted with bird's eye view cameras. The images
captured could be viewed on screens located beside the lift control buttons. This made even the
most discreet bald patches visible, highlighting the problem, and making our target much more
receptive to our product and our message. This increased our chances of getting them to consider
us as a possible solution to their problem, especially as we were only a couple of floors down, and
by lift.
Describe the success of the promotion with both client and consumer including some quantifiable results
A memorable audiovisual content for the digital OOH advertising panels at shopping malls and for
PLV, which enabled us to boost the effectiveness of the action in the lift, to the extent that in the
first week of the campaign the footfall in pharmacies tripled, clearing out the whole month's stock
of free samples.
A clear differentiation from the competition and a major increase in brand awareness.
Explain why the method of promotion was most relevant to the product or service
To give their problem a much higher profile, and present them with a ready-made solution.