Insight
On November 25 Dominican Republic commemorates the day of non-violence against women. Throughout the years, it has been among the countries with the highest rates of violence against women. Tiendas La Sirena, the largest retail store in the country, wanted to empower women and create awareness for this cause. For this, OMD negotiated with the most influential women in television in the country and decided to deliver a simple message on this day.
Strategy
La Sirena touches the lives of thousands of women every day, that’s why on the day dedicated to violence against them, the brand knew it had to empower them. The action involved the most influential women in the country, who also had the highest rated TV Shows.
Execution
A unique negotiation with the most influential women on television allowed the agency to film them and perform the action – making them disappear before the public’s eyes on live TV.
OMD worked with Telesistema and Teleantillas, the highest rated channels on Dominican prime time television reaching more than 200,000 women.
Results
The campaign reached more than 200,000 women. By the end of 2014, La Sirena positioned itself as the most admired brand of the year, according to Revista Mercado.