The creative idea consisted of finding synergies between the long lasting effect of the product (Non Stop by Control) and the longest movie saga ever produced, exploiting our targets’ passion for movies in general, and for Star Wars in particular.Once we had designed the media-target-product puzzle we had to implement it. Antena 3, a Top 3 national TV station, was going to broadcast the remastered saga of Star Wars. We developed a unique creative piece, an ad-hoc trailer where Control was integrated with the movie’s contents creating a clear and memorable simile between the longest saga ever produced and the long lasting effect of the new “Non Stop” by Control.

Control became the “presenter” of the premiere of Star Wars on TV.

After the campaign, brand awareness for Control grew to a level 72% higher than that for Durex.Market share increased 1 point in the pharmacy channel and 0.2 points in supermarkets, achieving the hard task we had been set.