This is the story of how educational entertainment can be powerful and effective in gaining people's attention and effecting behaviour change.
Thanks to a profound understanding of our target audience both in terms of barriers and communication codes we've been enable to transform a small & low budget brief (€45,000) into an effective campaign that led to a record penetration of 22.4 % in our target.
The brief was simple: to recruit new users in the under 24 segment for Tampax in Italy, convincing them to use tampons instead of pads. A habit difficult to change. Because once a...