Juan Espinoza Tell people that they can rest assured during their summer vacations, because Clorox chlorine will protect them from Hanta virus. Hanta is a virus that can infect the human being and, if not detected on time, causes death. It is transmitted by long-tailed rats, very common in Chile's southern region, but whose environment has progressively extended to the rest of the country. During the holiday season, contagion by inhaling the virus, increases due to the large number of people travelling to different regions in the country. The community has become increasingly concerned with this problem and naturally, the subject is more sensitive during this season. The Ministry of Health has implemented a strong prevention campaign with the proper instructions on how to avoid contagion. Because people to inside houses or cabins that have remained uninhabited and shut for long periods of time, and where the presence of rats is very likely - and consequently the virus - one of these recommendations is to clean every room with water and chlorine as the later destroys Hanta virus. Our product Clorox chlorine has always been associated in some way with the Health Ministry's campaigns, but this time around we identified the exact and proper opening to recommend use of the product: classified ads section/houses for rent.We were in the middle of the summer vacations planning period where the most used medium for anyone looking for a house to rent is the "El Mercurio" newspaper, namely the classified ads in the Sunday edition. So we published 4 ads during 4 consecutive Sundays, and placed them in the middle of the classified ads section entitiled "Properties for rent outside Santiago (Chile's capital)". They were large-format ads and the text indicated the necessary measures so as not to get infected when entering a cabin that had been inhabited for some time:Ventilate during 30 minutes those rooms that have remained shut and wait outside.Spray a mixture of water and Clorox before sweeping or cleaning.Clean floors and tabletops with a mixture of water and Clorox.We found the right medium where the relationship Holidays + Hanta Virus + Prevention happened naturally, so as to reinforce one of Chlorox chlorine's main uses and at the same time tightening its bond with consumers. Having found the precise opening in which to highlight one of our product Clorox chlorine’s advantages, therefore achieving a closer relationship with the consumer and presenting itself as a simple and readily available solution for anybody in the face of a latent problem in our country, as is the Hanta virus contagion, which finally can cause death.We moved away from its typical scenario Clorox chlorine brand’s message addressed to the homemaker, and placed it in a broader scope as were all the people who were planning their summer vacations, therefore increasing the number of potential consumers of the product. The entry is special, even though at first sight it is just a press ad, because if we analyse its context it becomes a potent idea, which capitalises on the circumstances to reinforce the Clorox chlorine brand and its relationship with both the routine and casual consumers.We were starting the holiday season in Chile, when people usually travel to different regions in the country looking for peace and leisure. It is in these places where the risk of being infected with Hanta virus – mortal illness transmitted by rats – is greater. We then found an opportunity where we would join both variables: the moment when people are searching for a house or a vacation spot, where to go and relax, but at the same time are more exposed to contagion. In other words, we introduced ourselves as the solution that would allow people to enjoy their holidays without worry, as Clorox chlorine would be there to protect them, creating and reinforcing bonds with consumers.

Having found the precise opening in which to highlight one of our product Clorox chlorine’s advantages, therefore achieving a closer relationship with the consumer and presenting itself as a simple and readily available solution for anybody in the face of a latent problem in our country, as is the Hanta virus contagion, which finally can cause death.We moved away from its typical scenario Clorox chlorine brand’s message addressed to the homemaker, and placed it in a broader scope as were all the people who were planning their summer vacations, therefore increasing the number of potential consumers of the product.