Bayer // Bepanthol Sensidaily

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B a c k g r o u n d
Atopic skin is an issue that many has, yet many can’t name. Research showed, the people who are made aware of it, became very receptive of the solution. However, we needed to break through the clutter, to reach out to them, and explain possible solutions in

a relevant tone; not only focusing on product usage but the whole support system covering emotional & psychosocial burden,

they feel at all times. Our objective was to identify a communication platform, that will refer to the struggles of atopic skin sufferers. An empowering tone of voice that would create awareness on overcoming these struggles with regular use of

Bepanthol SensiDaily.We needed to focus on priority occasions to maximize the relevance; these are the torture moments

which more likely to trigger dryness attacks of eczema like exposure to stress, water (tap, sea, pool), sun, sweat etc.

I d e a
We knew that people felt helpless and trapped when it comes to atopic skin related issues. They were no longer the decision makers in their life decisions; instead they only felt free to go out and enjoy their lives, when their skin is not facing dryness attacks and flare-ups. That feels powerless, doesn’t it?! Our primary goal was to free them of this thought and that gave us

the creative idea; “you control your own life, not your skin problems. On the contrary, you can get a hold of them!”

Not having a solution on this, was an enduring belief and to smash it would only be possible with a convincing story-telling, preferably one that’s “based on a true story”.This creative direction enabled us to assure them that, with awareness and regular use of Bepanthol SensiDaily, they can control their skin problems and overcome the psychosocial barriers it entails.

S t r a t e g y
Even though the most common skin problems are “itchiness” and “extreme dryness” in Turkey; both of which mainly caused by “atopic skin” type, awareness towards atopy is very low. According to the researches; atopic skin sufferers, not only have skin problems, but also having psychosocial burdens because of their condition. 50% of people, who experience these problems describe themselves as “unassured”; 45% as “unhappy”; and 42% as “stressful”. Atopic skin sufferers felt they have no control over their lives and this condition triggers negative emotions and anti-socialization. We needed to drive behavioural change by creating a hopeful and positive twist to these burdening feelings and encouraged them to take back the control of their lives.

All these facts led us to “control” concept, where Bepanthol SensiDaily was positioned as a proactive solution provider to

both skin condition related problems and emotional hustle surrounding them.

E x e c u t i o n
Each story started with a showcase of most frequent problems that sufferers experience. Viewers fully empathized with the distress and helplessness our characters were facing because of the limited life they were living because of atopy. Then, as Bepanthol Sensidaily comes into the picture, the whole mood has changed! The walls they felt trapped in crashed and we see each of our every day heroes a swimmer, a public speaker and a surfer enjoying their dreams, full of control and confidence, accompanied

with an energy boosting music.We also told each individual’s story separately, adding a cook, sports player and a kid.

Each torture situation immediately appealed to our consumers and created an emotional bound with the brand.

All these precision copies were delivered to the most relevant audiences in digital and TV,

to maximize the connection to atopic skin sufferers and led them to take action.

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d ı r e c t o r c u t

B A C K S T A G E

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O u t c o m e

Our copy got the record breaking results globally in the pre-test with 100% score in both relevancy and breakthrough axises. We have reached to 6.9 million consumers (88% of target audience) during the campaign period; additionally created frequency and relevancy with precision marketing videos. We have evaluated our campaign performance through pre-post tests comparison and witnessed that; number of people, who said they had control over their skin, metric was increased by +19pts and reaching 44%. Search on “Bepanthol SensiDaily” has increased by +584% during launch period.

88% of viewers of our communication said that the problems depicted in the advertisement, were related to

their own experience. “Regular usage of Bepanthol SensiDaily” metric has been increased by +7 points and “most frequent usage” metric has been increased by +6 points. Sales units of Bepanthol SensiDaily has increased

by +80%, which was 4 times faster than the category unit growth.

C r e d i t s

Client: Bayer

Agency: MullenLowe İstanbul

Executive Creative Director: Berkay Özay

Creative Group Head: Süleyman Utku Bozkurt

Copywriter: Serdar Tabur

Art Director: Elif Uyanık

Director of Photography: Daniel Obradovic

Agency Production: Tuğrul Karadeniz, Emirhan Akıncı

Strategy Planning: Yusuf Muslubaş, Alper Çetik

Brand Directors: Ceyda Coşkun, Ezgi Dağcı Dursun, Ilgım Kurşun, Ceren Kaban