MedLevensohn and its first strong brand campaign in 18 years of history.
At the age of 18, the Brazilian distributor of medical and health products MedLevensohn is preparing the largest campaign in its history to approach the final consumer. The action will consist of advertising pieces for different media (radio, print, digital and social networks) and a 60-second institutional film, aired on a national open and closed TV network, whose first exhibition is scheduled for August 23, in the interval commercial of Fantástico (TV Globo). Placements are also scheduled on the commercial grids of RecordTV and Discovery Home & Health.
The material's soundtrack was created especially for this campaign. More than a jingle, it is a song created by 11:21 and Nova Onda especially for MedLevensohn to talk to the film and bring emotion to the message about the technology. With a human tone, the campaign pieces explore the relationships between people and the importance of health care in every moment of life, thus marking the transformation of the company, without leaving aside the corporate public, which has embraced it since its inception. .
“We have been talking to companies and entrepreneurs for 18 years. And, when the country needed it most, we were the first to bring rapid tests for the detection of antibodies to the new Coronavirus to Brazil ”, emphasizes MedLevensohn's CEO, José Marcos Szuster. “We believe that the time has come for the final consumer, who already interacts with several of our products, to get to know us. Our wish is that everyone knows that they can count on us to take care of their health ”.
Consumer care, by the way, is the motto of all the actions designed to reposition the brand. "With the slogan 'count on us', we want to make it clear that our objective is to ensure that the consumer has at hand everything necessary for health and better quality of life", explains the businessman.
“The combination of technology and emotion gives this campaign a unique face, as is MedLevensohn”, says Gustavo Bastos, CEO and CCO of the 11:21 agency and creator of the campaign.
In addition, MedLevensohn conducted a survey with its consumers, so that it could properly target communication with the target audience. “Our survey indicated that women are the most concerned with health. They decide to buy these inputs at home. So, there is nothing more fair than preparing a strategy aimed at them ”, points out Aloysio Barros, Marketing Manager at MedLevensohn.
Strict security protocol during the shooting
Aware of the seriousness of the pandemic and the precautions necessary to prevent the spread of the virus, MedLevensohn adopted a strict security protocol, to preserve the integrity of all those involved during the recording of the pieces.
Among these measures are the distance and the reduction of physical contact between the actors during the filming, the use of reduced teams on the set and the massive testing of all those involved in the work, in addition to measures designed for each of those who participated in the recordings.
MedLevensohn estimates that around 20 employees will be tested, including actors and technical staff. If any of those involved in the positive test recording, a contingency plan will be put in place, so that the person can be served and can be replaced without prejudice to the recordings.
“Our protocol is even stricter than those practiced at other filming locations. As a distributor of healthcare products, we could not do otherwise. Our commitment is to the well-being of everyone, our employees and customers ”, says José Marcos.
In addition to the advertising film, produced by Viralata with music from Nova Onda, MedLevensohn produced a making off of the recordings, in which all the precautions adopted within the set and in the locations used to prevent contagion by Covid-19 were detailed.