Europe | WARC

How health brands can combine medical and consumer data to play a meaningful role in people’s lives

Article • Hilary Gentile, Admap, January 2020

Healthcare marketers need to manage two types of data: medical data and consumer data, and the situation presents unique challenges when it comes to privacy and integration.

American Express: American Express purchase insurance

Case Study • Ivar Krustok, WARC Prize for Innovation, Entrant, 2016

This case study describes how American Express, a credit card brand in Estonia, used a mobile ad platform to demonstrate to potential customers how American Express could protect their goods.

Directorate-General Health & Consumers (DG SANCO): Ex-smokers are Unstoppable

Case Study • Euro Effies (pan-European), Gold, Best innovative use of print Award, Euro Effies, 2012

Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco.

Nissan: Juke - Stay awake

Case Study • Euro Effies (pan-European), Silver, Euro Effies, 2012

Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands.

Lenor Parfumelle - 'Dresses in luxury'

Case Study • Euro Effies (pan-European), Entrant, Euro Effies, 2010

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

Maggi Idea Launch

Case Study • Euro Effies (pan-European), Entrant, Euro Effies, 2010

This case study outlines how Nestlé responded to a reduction in the market for food products such as soups and seasonings in the struggling Baltic economies of Estonia, Latvia and Lithuania.

GlaxoSmithKline – Corega: Celebrity testimonials

Case Study • Euro Effies (pan-European), Bronze winner, Euro Effies, 2008

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like Germany and the USA, this figure was just 10% in Central and Eastern Europe.

Sensodyne - Recommended by Dentists

Case Study • Euro Effies (pan-European), Gold winner, 2006

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Pantene - Pro-V Pro Health

Case Study • Euro Effies (pan-European), Bronze winner, 2006

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image.

Olympus Mju Mini - New Eyes V

Case Study • Euro Effies (pan-European), Bronze winner, 2005

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers.