In celebration of the World Day of Creativity and Innovation, the company points out successful cases that yielded awards such as a Leo at Cannes Lions
Creativity has become a crucial point for the development of a global culture of innovation and entrepreneurship. With that in mind, the UN defined April 21 as the World Day of Creativity and Innovation, aiming to encourage reflection on how a more creative environment has the potential to offer experiences and tools to improve health and well-being.
For Bayer, creativity is seen as a tool that increases engagement in the category, directly impacting people’s propensity to practice self-care, a vision that is in line with the result of an analysis by WARC, a world authority in advertising and media effectiveness and a long-time partner. of the Cannes Lions, of the creativity and effectiveness awards between 2015-2019. The study showed that 38% of highly awarded creative ideas were subsequently awarded for effectiveness.
In this sense, the multinational leads education and awareness initiatives around the challenges of incorporating creativity in the health sector. Cristina Hegg, Marketing Director for Bayer’s Consumer Health business in Brazil, comments on the first Global Creativity Council, created by Bayer in 2020, of which she is a member: Our purpose with this initiative was to harness the collective creativity of experts in marketing area to contribute to the creation of more effective campaigns, which carry relevant messages and with clear and direct language, which helps to educate consumers to proactively take care of their health, in addition to encouraging the breaking of taboos and stereotypes, so that everyone feels represented.
Patrícia Corsi, Global Chief Marketing and Digital Officer of the Consumer Health division at Bayer, founder and leader of the Board, complements Cristina’s speech: Our role as an industry is to transmit information in terms that are easy to understand for someone who does not have a Ph. .D in chemistry, for example. Opting for clearer, more precise and more personal language in our communication generates greater engagement and impact. I say this because the lack of creativity and clear language impacts on individuals’ self-care, which is so important for a better quality of life and, consequently, more sustainable health systems, says the executive.
The Council’s effectiveness was confirmed by the awards that the company took home with its advertising campaigns. Among them, the Minibolso campaign (The Tiny Pocket, in English), made by AlmapBBDO for the Aspirin brand, which won the Bronze Lion at the 2022 Cannes Lions Festival, in addition to the silver trophy in the Creativity category during the first edition of Meta Latin America Video Awards. In the latter case, the recognition placed Bayer as the only company in the health sector to be awarded.
Another multinational case that also surprised by its innovative concept was #PPKSEMTABU, from the Gino-Canesten brand, which received a silver trophy at the Effie Awards Brazil in 2020. The following year, Patrcia Corsi, Global Chief Marketing and Digital Officer of the Consumer Health by Bayer, led a global project for the brand, with Brazil being the pilot country for the launch of the initiative aimed at expanding dialogue on topics involving intimate health: the PPK Intensive. Created by the AnalogFolk agency, it is a virtual school on the TikTok platform (@intensivaodappk) to bring information and empower young women to talk about intimate care openly.
The results of the campaign were very expressive: over 27 million impressions and 6 million visits to the TikTok profile, in addition to being recognized by the Unstereotype Alliance project, by UN Women, an initiative that globally brings together companies that have the It aims to eliminate harmful gender biases and stereotypes from its advertising.
Creativity and science are not exclusive things and this is the paradox that needs to be changed in the health industry. And we need to use it for a better understanding of science, seeing it as something that can really change people’s lives, emphasized Patricia.
Highlighting cases that took place outside Brazil, in 2021 the food supplement brand Redoxon launched the Redoxon Defense Squad, developed by MullenLowe. The campaign brought together several Free Fire players from around the world to improve gamers’ defenses in a series of games broadcast live in Latin America, via Twitch, Youtube and Facebook. In this case, the intention was to make a joke with the fact that the brand helps in the body’s defenses in the real world, while the team assembled by the gamers would help in the players’ defense during an online game.
The event reached the mark of more than 13 hours of transmission, with high engagement and the presence of players who passed the main messages of the brand to the public during the matches, with the objective of reinforcing the importance of a healthy immune system. In total, the videos of the action were seen by more than 5.5 million people, in addition to having more than 1.7 million likes and comments.
Another example was the Project Outsideologist campaign, for the antiallergic brand Claritin. In this one, the film aimed to encourage children to spend more time outdoors. Signed by BBDO, the action also aimed to encourage the little ones, bringing inspiration both to them and to those responsible for them with educational games, which included a series of activities guided by experts, with the curator of the project’s advisory board, made up of specialists in various areas. of photography.
The project was transmitted via lives on Claritin’s Instagram and Facebook and, as a result, in the first six months the brand had more than 20.95 million interactions on the Facebook page.
