Nature´s Garden company wanted to promote Multicebrina´s use by increasing awareness among young people from both existing and new costumers. The objective was to raise the brand´s awareness from number 3 to number 1 in the category for memory enhancers natural supplements. The Strategy of the campaign was to make the target actually experience their lack of memory.

Our target´s world turns around music and digital media, that´s why we created a campaign combining radio and digital channels. Since the product is a natural supplement that enhances the memory, our radio ads did that, rewarded good memory. In order to win a specific prize you had to memorize a very very long and complicated URL related to the prize itself, showing an unexpected call to action. To reach our awareness goal we calculated we needed 3,000 registered participants.

The campaign was a total success. There were no winners. But 3,749 people tried entering the correct URL and failed making them realize they needed Multicebrina.

After the campaign, Multicebrina became the most remembered brand in the category, going from #3 to #1.

Total budget spending was $50 million making it a very profitable and efficient campaign.