If you’re like most Americans you understand that Omega-3s are good for your health. In fact Omegas play an incredibly powerful role in improving heart, brain, joint, skin and our overall health.
Not produced by the human body, Omegas primarily derive from fish and seafood.
THE MISCONCEPTION
And that gets us to the misconception. 82% of adults believe they already consume enough fish to achieve healthy levels of Omega-3s. But they’re wrong.
In fact only 2% of consumers have enough Omega-3s in their blood to reap the benefits. A simple blood test easily proves the misconception.
82% of adults mistakenly believe that they consume enough fish to achieve healthy levels of Omega-3s.
ENTER MEGARED
Working on behalf of MegaRed, a leading provider of Omega-3 supplements, we decided to use this misconception to educate Americans and help transform their lives with the power of omegas.
We asked ourselves, “What if we were to create a ‘torture test’ by going to a coastal town where residents consume seafood at a rate far-above the national average. If we could prove they had low Omega-3 levels, then the rest of the country must have even lower levels.”
Doing so would provide Encore a platform to convince the entire nation of their low Omega-3 levels and MegaRed’s ability to transform their lives.
INTRODUCING OMEGA TOWN
To create our “torture test,” Encore and MegaRed spent the summer at the historic, seaside town of Newport, Rhode Island, partnering with its residents to tell our story. Through a variety of experiences we made Newport center-stage in the discussion around Omega-3s, playfully labeling it “Omega Town”.
We tested the Omega-3 levels of Newport’s residents, shocking them with their low-test scores. Then we provided them with FREE MegaRed for 30 days.
We didn’t stop there for the residents of Omega Town. We offered FREE nutritional counseling and a variety of FREE fitness events, demonstrating the power and vitality that comes with increased levels of Omega-3s in your system. This brought MegaRed’s brand statement to life: Powered by MegaRed.
REAL PEOPLE. REAL STORIES.
To amplify the story across the U.S. we captured real video testimonials from real, seafood-loving people living in Omega Town.
We strategically selected a mix of residents who matched our consumer targets, then captured their stories.
Each story included their individual shock at having low Omega-3 levels. And each chronicled their journey as they adopted a daily regimen of MegaRed, plus a new commitment to improving their health and fitness.
Click to see Omega Town resident “Jess’s” true story:
REAL RESULTS
Two independent measurement studies were conducted with two separate analytics firms. And although the detailed results are confidential, we saw a whopping 40% lift in purchase intent (test vs. control).
And when comparing the impact of our videos from the real residents of Omega Town, they crushed the power of the best performing TVCs and online videos in the category.
Our thanks to MegaRed and the residents of Newport, Rhode Island (aka Omega Town) for their support and enthusiasm!
