Client: Sanitas (BUPA Group)

Goals: Brand recognition. Highlight Sanitas' concern with preventative medicine. Local brand treatment. News impact. Achieve a certain ROI: database for subsequent direct marketing campaigns and data on the target audience.

Strategy: Analysis, design and production of a children's campaign to collect information on family health habits by surveying children between 4 and 16 years of age in the Catalonia, Valencia and the Balearic Islands regions. Distribute campaign via La Revista dels Súpers and advertisements on the TV3 program Club Súper 3. Conversion of tabulated responses into news items as well as a database.

Impact: Response index of 2.66%, much higher than forecasted. Media coverage in 56.9% of the Core Target. Advertising pressure of 220.7 GRPs. Widespread impact in the media and creation of an extensive database.