标题 | Consumers Leaflet |
广告公司 | Saatchi & Saatchi |
广告战役 | Tissue Overload - Novartis |
广告主 | Novartis Consumer Health, Inc. |
品牌 | Otrivin |
Posted | 7月 2010 |
产品 | Nasal Spray |
行业领域 | 保健与医药产品 |
剧情简介 | SUMMARY: The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect theres anything new going on. The objectives of the campaign were to increase value share for the total Otrivin brand by 2 points (by successfully launching new Otrivin Complete while minimalizing cannibalization on the Otrivin base SKU) and to differentiate Otrivin Complete from all the other brands. Otrivin's opportunity was to reveal how, in fact, nasal cold sufferers are putting up with an incomplete solution by pointing out the negative attention that people receive from others because of their ongoing reliance on using tissues. This is especially aggravating when people are out in public and trying to be at their best. It shows that theyre not completely in control of how they wish to present themselves. In order to create high levels of awareness for the new product and because of the need to illustrate the effect of Otrivin Complete, TV had a leading role, supported by print. As the target audience is so busy, in store and outdoor had an important role, while PR was used to drive additional interest and publicity. Novartis Consumer Health exceeded its objectives in launching Otrivin Complete in Europe during the severe economic crisis. The overall rise in market share was 50% over target and each market exceeded its target, while showing a healthy growth rate. Results show that total Otrivin brand value share has seen an overall rise of 50% over target. The growth has been mainly incremental and there was only a limited cannibalization effect for the existing business. Additionally, the campaign created tremendous interest and was appreciated by the audience, with correct message identification of 'Tissue Overload' scoring 24% higher than the benchmark. |
媒体类别 | Direct Marketing |
市场 | 波兰, 比利时, 荷兰, 挪威, 瑞典 |
客户总监 | Kirsten Kollerie |
Senior account Manager | Mélanie Foucher |
Planning Director | Carolyne Dateo |
美术指导 | Isabelle Carvalho |
文案 | Boris Declerck |
创意总监 | Jean-François Fournon |
Novartis Global CCR General Manager | Fred Walker |
Novartis Chief Marketing Officer | Philippe Zell |
Otrivin Global Brand Manager | Dorothee Sidokpohou |
Group Strategy Director at Mediaedge | Michel Sibony |