BECEL PROACTIV - #τοελέγχω
Intro
We believe in Becel ProActiv’s values; that a healthy lifestyle can transform someone’s life, for the better; that a balanced diet and regular exercise in combination with a peaceful mind, can truly keep people healthy and happy.
Challenge
Becel ProActiv needs to keep cholesterol testing TΟΜ, in order to protect its core positioning and differentiation towards other spreads. The challenge is to promote this in a non stressful way, within the context of prevention and “I’m doing something good for myself”. It needs to reduce the fear, to break the taboos, so that more people can relate to the brand.
Solution
The anniversary of World Heart Day gave Becel ProActiv, the perfect occasion to present an original campaign for a good cause, #Το ελέγχω (ie. I control it/ I check it out). Through three very creative digital videos with humorous occasions, starring Zeta Douka, Becel ProActiv sent the message that in order to maintain our cholesterol levels at normal levels and enjoy a good quality of life, we do not have to resort to extreme solutions. Just a few small changes in our daily routine, a little bit of exercise, a balanced diet and – the most important - regular cholesterol testing in order to keep it under control. This is also the double meaning of the phrase/ hashtag #Το ελέγχω at the end of the video. Also Becel ProActiv Facebook fans could take part in a competition by leaving their comments on our Facebook Page. However, the even more essential meaning of Becel ProActiv's campaign is that by buying products from its wide range, we support the “Heart of the Child” association, offering help to children with heart disease and their families!
Outcome
Reached People: 2.000.427
Total Interactions (Reactions, Shares, Comments) : 5.730
FB Video views: 522.776
YT Video views: 220.000
Participations: 3.215
