Requirement

The dietary gelatin Gelatoni Diet is a product made by Industrias Lácteas Toni S.A. that allows people to indulge a snack rich in fiber and helps them to maintain their body weight. This product is targeted to people that bears a lifestyle based on a healthy diet.

Solution

Analyzing the target’s profiles that choose the beach to spend their vacations, we found out that most of them, in one way or another they worry about their look; whether it’s because they feel socially observed or because fashion clearly points out any body defect. Therefore, the messages about taking care of personal image, leaves them vulnerable even the most skeptical.

To take advantage of this scenario, we had to get Gelatoni Diet brand to stand out by showing in a humorous, simple and convincing way, the havocs that one suffers when someone doesn’t care about his/her diet. That’s how the concept “Controla tu peso” (Control your body weight) was born, which in a later stage became the perfect battle phrase for the campaign that I’m about to describe:

In Salinas’ high turnout areas, we placed wood benches which were half broken to simulate that an overweight person sat on them. On the backrest’s front we put a sticker that said: “CONTROLA TU PESO” (CONTROL YOUR BODY WEIGHT [Gelatoni Diet’s logo]). We also used the water-banana-ride attraction (inflatable boat shaped as a banana and guided by a motorboat) and by adding some weight to the center of the banana we sink the middle (folding in a V style) taking it for a ride, giving you the impression that someone with overweight sat over it. The motorboat had a flag that said: “CONTROLA TU PESO” (CONTROL YOUR BODY WEIGHT [Gelatoni Diet’s logo]).

Result

• It was possible for the target to clearly receive the message that Gelatoni Diet wanted to communicate, because of the impact that it caused, the campaign resulted in a high recall among the people.
• Huge amount of people that passed near by the BTL used to take pictures so they could later upload them to their social networks (Facebook, Hi5 or MySpace), giving us as a result a campaign with characteristics of a viral campaign.
• Later on, Gelatoni Diet’s BTL campaign was considered by the magazine Markka Registrada as one as the best advertisings campaign of the 2009 beach season.