Branded Entertainment is still very incipient in Brazil. Most of the initiatives are too evasive: they’re either branded or entertainment, hardly ever both at the same time. This is especially true when it comes to promoting medicine: the law is extremely strict, imposing several restrictions. The Health Ministry and sanitary surveillance dictate the tone of voice, impose the use of legal sayings and limit the audience you can reach. All in all, Branded Entertainment is virtually nil in this segment. We decided to accept the challenge.

The plan started being implemented according to what was predicted: for 1 week, we sent teaser materials with curious and interesting facts about modern families to journalists and bloggers. Then, a group of 5 bloggers and 5 journalists received the game, previous to its official launch. 2 days later, the website was online, and everybody could order a game. Now, we had a big list of people that could relate to the characters of the game and the campaign – such as gay rights activists, divorced mothers, traditional families… We split this big group into several categories: some received the full media kit and the game; others received just the full media kit; others, a smaller kit; and, finally, there were some to whom we just sent an electronic press release. We, then, noticed that the game was better received by the online media,and concentrated our PR efforts on them.

The campaign set a new standard for client-consumer relationship for the brand, opening a rare dialogue between a medicine and its consumers. Close to 20,000 games were ordered online, and the Facebook version was played by almost 15,000 people. Great numbers, especially when you consider that we are talking about an anti-inflammatory ointment. The topic spread quickly, too, generating almost 4 times the initial investment in earned media. The qualitative gain was even greater, showing that Nebacetin is a modern open-minded brand, in spite of its long tradition. As for the consumers, they got to play a new game, keeping in their houses an advertising material that showed, in a light-hearted way, that it doesn’t matter how your family is or who you are – in those relations, just the caring matters.