Wyeth Gold: Truth and Dare
Deric Wong
Campaign details
Brand owner: Pfizer Hong KongAgency: OMD Hong KongBrand: Wyeth GoldCountry: Hong KongChannels used: Direct marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - consumer, Mobile and apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Sales promotion, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million
Executive summary
Despite 99% brand awareness, Wyeth Gold has been in a declining trend for the last three years in Hong Kong,...