Agency: Bos |
Familiprix Advertiser: Familiprix Awards: Grand Prix; Off to a Good Start - Gold
EXECUTIVE SUMMARY
Results Period for the Case: The 6 months from the campaign launch on October 7, 2002 to the end of the fiscal year in March 2003.
Base Period Used for Comparison: Year-ago, and historical trends where appropriate.
In 2002, Familiprix, a mid-size regional drugstore chain in Qubec, was expecting a strong Fall push by its key competitors: Jean Coutu and Pharmaprix (the Shoppers Drug Mart in Qubec). This would have a...