Cholesterol is a dangerous but silent problem: if you don’t take blood analysis you can’t check your level. For this reason, many underestimate the problem, which can cause heart attacks. To reach a wider target in Italy TV campaign is the best media to have strong ROI on sales. Nevertheless, it’s quite difficult to make relevant a problem you don’t see without a direct experience. For this reason, we decided to launch a public awareness campaign adopting a real town where people could experiment in their everyday life the great danger of the cholesterol and efficacy of the product to lower, thanks to a program called ‘Danacol plan’.

In June 2011 we began to identify the village. It had to be small and located in a region well known for the good food. We chose Castell’Arquato at the end of July. In September we began with the second part: To develop the project on the village we need to have the community on board. We met the people; we spent time there with them; we persuaded them to be the protagonists. In October we organised the shooting in the village and the 4 open lessons for the community focused on the lifestyle rules. During this period we gave the embargo to the media, to avoid the release being spread before January. In December we arranged the second shooting and began to contact the media to get visibility starting from January. In January and February we worked to get coverage until March.

Danone had good insights in terms of reputation, among the community. They took part in the project and were enthusiastic. The national media coverage has reached the large and differentiated target of magazines. Every step of the project was shared with the client. The client gave us the main objective of transferring the authenticity of the project and the outcome we had in terms of mood pleased them. Finally the result was: in quarter 1 (2012) +15,9% volume shares and +14,3% value shares compared to quarter 4 (2011).