2013 Results

CAT 42 - Health, Beauty & Fashion Interactive (INT)

SILVER

Leo Burnett Company (ITALY)

IDI Farmaceutici (Merck, Sharp and Dohme Group), Cinzia your skin friend: "Cinzia your skin friend"42-00879-INT
 

URL: http://awards.lbdevelop.com/cinzia/

Agency (& City): Leo Burnett Milan

Creative Director(s): Alessandro Antonini; Francesco Bozza (Ex. Cr. Directors); Cristiano Tonnarelli (Creative Director)

Copywriter(s): Giuseppe Pavone

Production Company (& City): Fabbricavirali Milan

Film Director(s): Nik Bello

Production Company Producer(s): Francesca Valenti (producer); Cesare Fracca (Ex. Producer)

Digital Creative Director Arc: Paolo Boccardi

Digital Strategist (Arc): Andrea Torcoli

Digital Art Director (Arc): Serena Micieli

Community Manager: Iris Gavazzi

Short explanation

IDI is a niche company but at the cutting-edge of dermatological research. The awareness is low compared to the value of its products. It’s not appealing for people who barely came in contact with its products.

The objectives were to broaden awareness and discussion about the brand delivering the message of “The true skincare experts” and increase people participation to Dermaday: the free skin check-up by IDI.

If you want a proper skin care it’s better to rely on specialists. The communication strategy leverages on the most common digital behaviour: “People go on Youtube and trust on tutorials trying to find home-made remedies for their skin problems”.

We created a fake YouTuber “Cinzia” releasing absurd and funny skincare remedies.
We introduced then a dermatologist who answered to Cinzia’s tutorials scientifically demonstrating their inappropriateness.
While the dialogue between the two was settled the brand was progressively introduced delivering the message “the true skin care experts” on Cinzia’s YouTube Channel. We placed on the videos institutional messages (external annotation, custom skin, display ad) by IDI driving people to Dermaday website and inviting them booking a free skin check-up.
The creative execution involved most followed platform (YouTube, Facebook, Twitter and Instagram) based on video and textual contents.

The strength and originality of the strategy relies on the usage of settled dynamics and behaviours amongst our target to demonstrate that the opposite behaviour – rely on specialists - is the right one.
The tone of voice and the funny and engaging contents produced help in spreading for free on traditional media (TV and Radio) the initiative.
The originality lies in the innovative use of a conversational platform to obtain a direct response.

Description

IDI is a niche company but at the cutting-edge of dermatological research. The awareness is low compared to the value of its products. It’s not appealing for people who barely came in contact with its products.

The objectives were to broaden awareness and discussion about the brand delivering the message of “The true skincare experts” and increase people participation to Dermaday: the free skin check-up by IDI.