Campaign details

Brand: Pharmaton
Advertiser: Sanofi
Agency: Mindshare Turkey
Country: Turkey

Campaign Summary

Pharmaton significantly uplifted its brand metrics in 2018, thanks to a strategic sponsorship and second screen integration on Survivor and TV8 Second Screen app.

Objectives and Strategy

Pharmaton is a Multivitamin brand which commits both physical and mental performance and energy. Pharmaton's main competitor is a brand with a heritage over 40 years. Even though Pharmaton has high top of mind awareness scores, trial scores were still relatively below targeted KPIs. Thus our objective was to increase trial scores, via highlighting Pharmaton's energy and performance benefits in occasions where being energetic and demonstrating high performance is the key for success. Since TV is the highest reach medium, we focused on partnering with an on-strategy TV show. Our definition of on strategy also included the viewers high involvement and active engagement with the content via second screen for mental performance to viewers. Another important fact in Turkey is that second screening while watching TV is over 70% and in order to create a strong behavioural change, generating trial, we needed the entire attention of the viewer.

Execution and Media