Crafting Dreams
The first telesales campaign not trying to sell you anything. Because wellness is something you can't buy.
→ Personally supervised and executed on Creative Strategy → Made in Dentsu Creative, feb-apr 2022 → Ran on OLV + Social Ads + Digital Display Ads
40+ Italians knew vitaminic supplements are great for their health. They just didn't know (or care enough) they should take them everyday, as a support to healthy lifestyle and balanced nutrition, instead of swallowing pills only when they don't feel well. What could Multicentrum do about it?
Strategy leveraged the cultural mega-movement of "routines" as the modern way of disciplining oneself to take care of skin beauty, fitness workout etc: Multicentrum needed to sell vitamins as a necessary routine. Creative picked Italy's most beloved TV salesman to turn strategy into action, on the concept of "selling a routine that can't be sold, just followed".
Entrusted with 3 wellness boxes promising immediate well-being, Giorgio Mastrota teased the audience with all the classic telesales schemes, including a phone number he explicitly said not to call to (but viewers did, in fact, in great numbers). Come reveal time, Mastrota surprised everyone telling them that, for the first time in his life, the products were not for sale and he wasn't there to persuade them to buy. Instead, the super-fit, 50+ year old mission was to instruct italians about a healthy habit they should really go all-in to.
Did it work? Well, if 20M+ unique reach isn't enough, numbers get even louder: traffic to educational page of multicentrum.it grew by 793%, with a 24% uplift to vitamins sales on the online store. It seems like once again Giorgio Mastrota succeeded in "selling", making over 40s buy on the healthy habit of regularly taking vitamins.
