Nature´s Garden company wanted to promote Multicebrina´s use by increasing awareness among young people from both existing and new costumers.

The creative execution is very relevant to the product because we made young people realize in specific situations their lack of memory and hence their need to start taking MultiCebrina.

Through the use of humour in different situations, our direct response radio campaign challenged the target to actually trying to remember it and enter the long URL to try to win a prize, which was almost impossible not to fail.

We could tell the promotion was a total success because there were no winners. By the termination ".ec/" we could count the attempts to access the webpage of the people who actually passed,at least, that point; there were 6.842 people who tried entering the correct URL and failed making them realize they needed Multicebrina. The promotion was a total success. After the campaign, Multicebrina became the most remembered brand in the category, maintaining its #1 place. Total budget spending was $50M making it a very profitable and efficient campaign.