| Title | METAMUCIL SHIT CAMPAIGN |
| Brand | TEVA |
| Product/Service | METAMUCIL |
| Category |
B03. Use of Outdoor |
|
Entrant
|
HAVAS BOONDOGGLE AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
HAVAS BOONDOGGLE AMSTERDAM, THE NETHERLANDS
|
|
Media Placement
|
HAVAS MEDIA Amstelveen, THE NETHERLANDS
|
|
Production
|
JOZE RIKKEN Amsterdam, THE NETHERLANDS
|
Credits
| Menno Schipper |
Havas Boondoggle Amsterdam |
Executive Creative Director |
| Nils Taildeman |
Havas Boondoggle Amsterdam |
Executive Creative Director |
The Campaign
As embarrassing as we may find talking about constipation, ''shit'' is something we have no problems in saying. In fact, ''shit'' is in the Dutch Top 2 when swearing! In other words: 'Shit' is sometimes easier said than done'. This hilarious, but at the same time very true insight, gave us the best tool possible to open up this subject in a straightforward way, to create an impact, generate some buzz and to put a smile on people's face.
Creative Execution
To create maximum awareness, we used different media containing a mix of television, online bannering and outdoor.
Next to posters in 'shit-relevant' locations like toilets, we created some impactful and eye-catching billboards and abri's in several busy street locations. The message on the postering was linked to the location, or to the specific medium itself.
Posters and billboard were placed for 2 weeks.
Business results:
The campaign and it's striking message just recently kicked off (October 2016), but the client already informed us a significant increase in pharmacy orders of Metamucil, compared to the same period in 2015.
In search the popularity of 'Metamucil' doubled in this first month of the campaign.
We had various posters, for 2 weeks with a reach of 46,5%.
Number of reached persons during this period: 319.608.
Average contact frequence: 4,1
GRP: 190
To show that shit is easier said than done, and to create visible impact, we use the location of the medium or the medium itself. This by showing 'mistakes' made in printing of the poster or placing of the abri upside down (Shit1). Or we use a phrase starting with 'Shit' that people are likely to say in/on that specific location. This way we created unique eye-catching posters that draw the attention: for every location a specific message. The rather explicit, but also funny message, draws the immediate attention and creates an opportunity to tell people our message.
Insights, Strategy and the Idea
First of all: budgets were limited, so we needed bold work to make an impact. Secondly, we wanted to stay away from medical or pharmaceutical connotations to keep barriers low. In creative concept as well as in media. Thirdly, putting a smile of recognition on people's face would be our strongest weapon to take away any social barriers or feelings of embarrassment.