Bayer Vital GmbH: Kick pain in the aspirin

Pharmaceutical company Bayer Vital GmbH launched its digital-only campaign to increase brand awareness and relevance amongst a particular younger demographic, including gamers, parents, and commuters, for its Aspirin brand.

Campaign details

Brand: Bayer Vital GmbHAgency: OLIVER AgencyRegion: EMEA

Strategy

Objective

Aspirin in Germany only spend in digital, rather than traditional TV. This is a strategic decision to target a specific younger demographic. This is a very specific approach for the German market which isn't replicated across EMEA. The objective of this campaign was brand awareness for this audience. This was tailored to segments of young gamers, stressed parents and busy commuters. In addition to the users themselves, the strategy led us to an understanding of the definition of such high-value moments where headaches are...

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