Dermacyd Teen Code
Sanofi
Issue 23 | May 2012
Agency
Publicis Brazil
Creative Team
Creative Directors: Hugo Rodrigues, Denis Kakazu; Art Director: Denis Kakazu; Copywriter: Cristiano Cera
Production Team
Production: Rita Vilarim; Film Production: Mr Pixel; Film Direction: Henrique Campos; Soundtrack: Jamute
Other Credits
Account Team: Elaine Elias, Giuliana Macedo; Planning: Marcio Beauclair, Bruno Bernado; Media: Leonardo Vendrame, Marcela Isa; Clients: Fabio Barone, Mauricio Oliveira, Ana Carolina Ruoppoli
Date
October 2011
Background
Dermacyd Teen is a liquid soap that was specially developed to protect girls’ intimate parts. But how can Dermacyd Teen become part of these young consumers’ conversation?
The answer was in creating a new fun way for girls to chat with each other on the internet.
Idea
Dermacyd Teen Code is an online tool that could only be used by girls. In the campaign website, they could write whatever they wanted to share and, with just a click, have their secrets transformed into code.
Once their coded message has been created, they just had to copy and paste it wherever they wanted: Facebook, Orkut, Twitter, e-mail, Messenger, etc.
To decode the messages, the girl’s friends had to go to the website and use the tool, generating even more traffic to the page.
Results
The site rapidly reached the mark of 400,000 coded messages. And still counting.
Average time spent on the site: 5min 30sec.
Thousands of blogposts and over 790 positive comments.
Our Thoughts
I kind of thought teenage girls had somewhat of an impenetrable verbal code already. But just in case, this online tool gives them all they need to girl-chat secretively and incessantly. (Parents must absolutely hate this one!) It’s a fresh execution on a great insight.