One of the most relevant tensions when it comes to understanding why women expect so much of themselves and feel so stressed to do all they have to do was “GUILT”, so how could we make women aware of the need to shake off that stress? How could we generate the optimal conditions?
Creative Execution
We offered the possibility of going to the restaurant or of obtaining a series of “delicious” experiences.
Each week we held a lucky draw to determine the winners of the live experience and 3 WONDERBOXES. A total of 4 lucky draws for the 19th, 23rd and 31st May and 7th June.
The bloggers of the Malas Madres club encouraged their followers in the social media to join in and take part in the experience.
Record awareness, with less stress!!
The campaign achieved a 51% impact, 9 points above food average 41% (above objectives)
When we talk about the Deliciosa Calma campaign and analyse the impact it has had since it was released, we can safely say that the key is in being able to reach the kind of audience you target and in strengthening in every way the feelings it brings out, in this case, from the day it was released until the end of the campaign. By running a 360º campaign, we appeared in all possible media and this is a way of ensuring redundancy in getting the message across.
Insights, Strategy and the Idea
By creating a space where they could express themselves freely, ……
……. say out loud what they usually only say under their breath.
To show kindred spirit and understanding. To play things down and “destress” themselves. Because, in fact, if they don’t manage to get everything done, if they fail to live up to expectations, IT’S OKAY, IT’S NOT A PROBLEM.