Always - Odor Control La convocatoria ha terminado
eYeka Express

Help incontinent women feel in control with Always Discreet.

Comienzo 15 de enero de 2016 Fin 31 de enero de 2016 23:59 UTC Deliberación Resultados febrero de 2016
Comienzo
15 de enero de 2016
Fin
31 de enero de 2016 23:59 UTC
Resultados
marzo de 2016
Brief

Contexto

As they get older, some women become incontinent. Most of the time, urine leakage occurs when women laugh, cough, sneeze or carry heavy objects - they can’t control it. It is a quite common, yet very distressing problem that has a big impact on one’s day-to-day life. Wetness on clothes feels like a disaster, so to minimize the problem, women often wear pads. For them, it’s important to keep this a secret because they feel it detracts from their femininity, making them seem older than they are. So, they do not want anyone to notice they are wearing incontinence products.

Always is a brand that is known & trusted for menstruation pads. Last year, they launched incontinence pads that are 40% thinner than existing pads in Europe and North America. This makes them more discreet and comfortable to wear. Always Discreet has an extra benefit that women value a lot: it neutralizes odors. An advanced triple layer pulls, traps and locks away urine wetness and odor.

Thanks to its superior technology developed by Procter & Gamble, the pad neutralizes odor for hours. This means that there is effectively no malodor when leakage occurs, when they change the pad, and when they throw it away.

We know that when women (above 55) try it, they like Always Discreet and tend to buy it again. Always is now looking for ways to express the “odor neutralization” benefit. Can you help?

Desafío Creativo

Create a unique, powerful and emotional poster that communicates that Always Discreet neutralizes odors.

The visual expression of your poster must be understood immediately and intuitively, without too much written explanation. It should be memorable and make women above 55 who suffer from incontinence think: “It’s so important that odor is locked away, so I don’t feel it, and so no one notices I am having bladder leakage. I want to try this new pad.”

Don’t make a product demo or something very technical. The brand can do this very well.

What we’d like to see are emotional and very creative executions. You can use metaphors, analogies, associations, etc. This benefit means a lot to women! It deserves to be communicated in a smart and intuitive way.

To communicate the benefit of odor neutralization on the packaging, Always Discreet uses this name + icon:

If you’d like to create a new icon to replace the existing one, you can do so. It’s not mandatory and it will not automatically increase your chances of winning.

The tone of voice should be close and empathetic to over 55 year old women. But, please don’t treat them as “old” people. 55 year old women are still active and dynamic. Many work, they travel, they exercise, and their social lives are often more rich, as empty nesters, than when they were 35 year olds with children at home.

We’re asking you to create a poster: key visual and one line. And we’d like you to explain your creative idea. The total should be no more than 2 pages.

Consejos

Te damos estos ejemplos para que te hagas una idea de lo que espera el cliente. Por favor, no lo uses en tu presentación, de lo contrario, será rechazada.

 A good idea for this contest could be a visual that shows a woman who is about to leave home in the morning. On the right-hand side of the poster the image shows her closing the door of the house. On the left-hand side we see small drops of urine being blocked by a frontier, a wall made of Always Discreet pad. The line says: “Leave bad odors behind and enjoy your day freely.”

A bad idea for this contest: a woman who is having her granddaughter bouncing up and down on her knees. The line says: “Enjoy any moment”. This is an idea that is only focused on the “end-benefit”- the fact that women are confident. It’s not illustrating the odor neutralization benefit.

Premios

Premio del Jurado

  • #1 Premio 1.500 €
  • #2 Premio 600 €
  • #3 Premio 400 €

Formato

Print ad and description (2 pages).

Criterios de Selección

We are expecting simple, unique and easy to understand posters. Prizes will go to the posters that immediately bring to life the benefit of Odor Neutralization while being creative and original.

Pautas

Pautas para esta convocatoria

  • You can watch the TVC of Always Discreet here and check their website
  • Always Discreet are for women only.
  • Please note that the odor neutralization benefit that Always Discreet delivers is superior and more effective than competitive products. Always is a brand dedicated to women, of all ages. It believes that women are incredible. They have unlimited potential. They’re strong, wonderful and fabulous and can do anything they put their minds to. And Always is their biggest cheerleader!
  • You can use the logo in your print ad. Download it from the toolkit.
  • Entries should be in English.
  • Las entradas seleccionadas serán utilizadas en la Internet. Las autorizaciones y licencias para utilizar elementos protegidos (incluso música, fotos…) deben ser comptatibles con la difusión en la web. Debes poder proporcionarnos una prueba escrita de estas autorizaciones y licencias en cualquier momento.

Pautas estándares de eYeka

  • No muestres ningún dato personal en la presentación (nombre, número telefónico, dirección de e-mail, etc.)
  • Mantén una versión de alta calidad en tu creación para ser utilizada en caso de ser seleccionado ganador.
  • Tu presentación debe ser tu propia creación para ser considerada en la convocatoria.
  • Debes obtener una autorización escrita de cada uno de los autores y actores que hayan participado en el vídeo.
  • Si has utilizado obras (música, fotografías, diseños, etc.) de otros autores, indica en la descripción del medio utilizado si la música y/o las imágenes empleadas son de tu propia creación e incluye enlaces a la licencia que te otorgue los derechos de uso de dicha música o imágenes.
  • eYeka te pedirá que proveas pruebas escritas o una copia de todos los documentos escritos confirmando la autorización a eYeka y a sus clientes para utilizar los medios según los términos de las Reglas del concurso.
  • Cualquier presentación que no cumpla con estas regulaciones no será considerada para el concurso.