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Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This campaign for Couldina, an over-the-counter medicine for cold and flu symptoms, reversed falling sales in Spain.
This campaign for Couldina, an over-the-counter medicine for cold and flu symptoms, reversed falling sales in Spain. Amongst the dozens of cold and flu remedies available, Couldina was seen as old-fashioned. However, by taking a non-traditional creative approach, Couldina's advertising could stand out from its competitors, which were all broadly similar. Using a film noir theme, the symptoms of cold and flu were portrayed as the inhabitants of a town where a serial killer - Couldina - is running loose. A TV spot was supported by Point of Sale promotional bags for use at pharmacies, print ads and social media. The campaign increased brand awareness for Couldina by 661% compared to the same period in the previous year, and grew sales by 3%.
Clavin: The Erection Blister
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers.
This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers. The company redesigned the packaging and handed out free samples of the product to young men in nightclubs. The quirky design created earned media coverage and increased sales.
Anmum Materna: Planning ahead
Celestine Lau, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Anmum Materna, a pre-natal milk brand, which aimed to secure the brand's position as market leader in Malaysia.
This case study describes a campaign by Anmum Materna, a pre-natal milk brand, which aimed to secure the brand's position as market leader in Malaysia. The brand sought to increase its target market by persuading women who were planning to become pregnant to use the product. Social media was utilised with a pregnancy planning quiz game created and online sharing encouraged. As a result of the campaign sales increased by 10%.
UHP: First Step to Livelihood
Hope Binay, Veron Agustin and Tin Te, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how United Home Products (UHP), the healthcare brand, sought to increase market share in the Philippines.
This case study describes how United Home Products (UHP), the healthcare brand, sought to increase market share in the Philippines. UHP targeted mothers with very low incomes to engage them in healthcare products for their families. The campaign involved teaching mothers skills which they could then use to start small businesses, as the cost of healthcare products was a key barrier to purchase. This approach led to the creation of brand advocates and increased sales.
Halls: Breathe The Change - 200,000 breaths that changed the life of a village
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Halls, the mint candy brand, targeted people aged 18-35 in India with a participatory social impact campaign.
This case study describes how Halls, the mint candy brand, targeted people aged 18-35 in India with a participatory social impact campaign. A wind turbine was installed in an Indian village, and people invited to donate 'breaths' to help turn it, and provide power to the village. Breaths were donated by leaving a message on a toll free phone number, which was advertised through radio, POS and internet ads. Over 70% of the contributors came from mobile.
Band-Aid: A Mother's love
Casey Grant, Dave McCaughan and Yukiko Hatano , Warc Prize for Asian Strategy, Shortlisted, 2013
This case study explains how Band-Aid, the wound-care plaster brand, positioned itself as the 'amulet that protects' in Japan, to show the product's superior efficacy whilst appealing to a mother's desire to protect and nurture.
This case study explains how Band-Aid, the wound-care plaster brand, positioned itself as the 'amulet that protects' in Japan, to show the product's superior efficacy whilst appealing to a mother's desire to protect and nurture. Research showed that mothers value tradition in child rearing, such as 'omamori' â€“ the small protective charms that parents give to their kids. As a result of the campaign, traffic to the brand website rose by 144%, word of mouth achieved a value of $500,000 in additional earned media, and both volume and sales increased despite already being the established market leader in a flat market.
Design Business Association, Silver, Design Effectiveness Awards 2013
UK dietary supplement brand Seven Seas was losing out to own-label in the pure cod liver oil (PCLO) segment, due to a tired-looking and disparate product range.
UK dietary supplement brand Seven Seas was losing out to own-label in the pure cod liver oil (PCLO) segment, due to a tired-looking and disparate product range. A packaging redesign was tasked with returning Seven Seas to growth, increasing distribution and providing a platform for new product lines. The solution was to revitalise the brand mark with a crafted, modernised typeface, add 'since 1935' to underpin the brand's heritage and introduce visual cues suggesting flexibility and movement (reflecting PCLO as a treatment for bone and joint complaints). On pack, the brand and its trademarked 'pure' positioning took centre stage to create greater stand-out and blocking on-shelf, and the brand story was renewed for a modern audience, while coloured bands were introduced across the pack architecture to help consumers identify the different product strengths. In the six months following launch, PCLO sales saw an uplift of 11%. In terms of distribution, all of the UK's 'Big Four' supermarkets took an average of five extra products, with other retailers taking an extra three. In addition, the newly revitalised Seven Seas brand allowed the company to launch a new range of health oils to attract a younger audience.
Beiersdorf - Elastoplast: Leading by Example
Direct Marketing Association - UK, DMA Awards, Silver, 2012
This UK campaign for the personal care products maker Beiersdorf was based around the creation and promotion of a limited edition box of Elastoplast plasters.
This UK campaign for the personal care products maker Beiersdorf was based around the creation and promotion of a limited edition box of Elastoplast plasters. The brand owner wished to reach a younger audience, so the world's first-ever music-branded plasters were developed: with the support of the singer/rapper Example, the firm launched "Examplaplast". In all, 150 numbered boxes were produced, but Example promoted the limited edition far more widely by tweeting about it to his 800,000 followers, while the brand owner also got key bloggers involved. Post-campaign, there was a 10.7% increase in Elastoplast sales within two weeks.
Centrum Cardio Launch 2012
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2012
This German campaign for pharma brand Centrum fought back against negative perceptions against multivitamin dietary products to achieve higher brand awareness.
This German campaign for pharma brand Centrum fought back against negative perceptions against multivitamin dietary products to achieve higher brand awareness. Pharmacists were the target audience. Sales people used an iPad app to sell the product, with the app containing information about Centrum Cardio, an anti-cholesterol medication. The app was launched at a cinema-based event to build excitement about the product among Centrum's sales staff. In pharmacies, it was backed by eye-catching displays, window decor and brochures. At launch, the brand achieved a distribution of 52%, and boosted the Centrum brand.
Paul Hartmann: Leaky Fountain Pen
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
Hartmann, a supplier of incontinence management systems and products in Germany, needed to break through social taboos around the topic in order to drive conversation and engage its target audience.
Hartmann, a supplier of incontinence management systems and products in Germany, needed to break through social taboos around the topic in order to drive conversation and engage its target audience. This consisted of journalists, medical experts and opinion leaders; as well as healthcare professionals and nursing home managers. Hartmann sent a direct mailer to 100 targets with a leaking fountain pen enclosed – conveying the message that incontinence can happen to anyone. As a result, Hartmann was invited to give 14 consultations and six recipients agreed to write about the products. This editorial reached an estimated audience of 10m relevant professionals.
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