| Title | HEARTS |
| Brand | HANSAPLAST GLOBAL |
| Product/Service | KIDS BANDAGES |
| Category |
B06. Use of Ambient Media: Small Scale |
|
Entrant
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HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
|
|
Idea Creation
|
HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
|
Credits
| Alexander Schwieger |
Beiersdorf / Hansaplast |
General Manager Beiersdorf HealthCare |
| Bénédicte Joguet |
SA Beiersdorf NV |
Marketing Manager Pharmacy Brands |
| Karen Corrigan |
Happiness / An FCB alliance |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / An FCB alliance |
Chief Creative Officer |
| Philippe Fass |
Happiness / An FCB alliance |
Creative Director |
| Laurie Lacourt |
Happiness / An FCB alliance |
Concept Provider / Design |
| Catherine Hermans |
Happiness / An FCB alliance |
Concept provider |
| Bill Bilquin |
Happiness / An FCB alliance |
Copywriter FR |
| Erika Darmstaedter |
FCB Global |
Chief Client Officer / Worldwide Account Director Beiersdorf |
| Heike Brünjes |
FCB Hamburg |
Global Account Director Hansaplast |
| Isabelle Koelman |
Happiness / An FCB alliance |
Group Account Director |
| Anne-Lore Vestraets |
Happiness / An FCB alliance |
Account Manager |
| Romaine Dhainaut |
Happiness / An FCB alliance |
DTP |
| Kassandra Donia |
Happiness / An FCB alliance |
DTP |
| Anna Touvron |
Happiness / An FCB alliance |
Graphic Designer |
| Lennert Vedts |
Happiness / An FCB alliance |
Graphic Designer |
| Sophie Gunsbourg |
Happiness / An FCB alliance |
Producer |
| Pascal Delfosse |
Happiness / An FCB alliance |
Print Producer |
| Kassim Olivier Ahmed |
Kassim Olivier Ahmed |
Film Director / DOP |
| Simon Schuurman |
Simon Schuurman |
Editor / Animator |
| Carole Grosman |
Carole Grosman |
Child Psychologist |
| Anne Burton |
Anne Burton |
Child Psychologist |
| Julie Hoyas |
Julie Hoyas |
Illustrator |
| Andrea Rivola |
Andrea Rivola |
Illustrator |
| Belle Lee |
Belle Lee |
Illustrator |
| Toyzmachin |
Toyzmachin |
Illustrator |
| Wazza Pink |
Wazza Pink |
Illustrator |
| Benoit van Huyck |
Inkut Lab |
Graphic Studio |
The Campaign
Plasters for kids all do the same thing: they heal scrapes and scratches. But what about the other, more emotional little wounds small children sometimes face? No plaster will fix losing a Teddy or being scared in the dark...
Idea: Hearts. A new type of heart-shaped plasters, created to help parents heal little broken hearts. To stop the tears, each Heart comes with a specific design that is linked to a heart-warming story, allowing parents and children to start a conversation about the little heartache. All stories were developed with a child psychologist, covering the 5 most common little heartaches in the age group of 2 to 6 year olds.
Creative Execution
Hansaplast Hearts is a premium giveaway. Each box contains 10 heart-shaped plasters with a total of 5 different designs, linking back to the 5 main little heartaches. The box also features a little book, containing 5 relevant heartwarming stories. Each plaster design links back to one of the relevant stories in the book, developed with a child psychologist. In april, thousands of Hearts boxes were distributed as a free promotional gift in Belgium’s biggest supermarkets Carrefour & Cora. Via a seeding strategy parents could also get their free box online: http://Littleheartaches.com
Hansaplast Hearts is a European initiative that was first introduced in Belgium. Thousands of Hansaplast Hearts boxes were distributed as a free promotional gift in Belgian supermarkets Carrefour and Cora. Through social seeding parents could also order their free box via a microsite www.hartepijntjes.be. The engagement of parents and children was immediate and extremely high. To get consumer feedback all parents receiving a free box were subject of a follow-up survey. Response was over 40% and completely positive. Because of this result Hansaplast Hearts will be rolled-out in all Hansaplast key-markets later this year, in a long-term mission to add emotional value to the brand and create a new category for the brand.
Global plaster brand Hansaplast launched Hearts as a long term idea to conquer share of hearts and emotionally bond with its main targets: parents with young children. The Hearts-boxes were handed out for free as a promotional gift on the very spot where Hansaplast faces the biggest competition from white labels: the supermarkets. By doing so the Hearts boxes and plasters became a medium to emotionally connect with parents.
Insights, Strategy and the Idea
To win the battle against private labels Hansaplast could no longer limit itself to functional superiority. The brand also needed to conquer the hearts and emotionally bond with their main targets: parents with small children (2-6 years old). Hearts is an idea that builds within the bigger Hansaplast global platform ‘helping to turn tears into smiles’.