Agency: Vizeum

Client: Merck

Silver Effie 2016 in the category Pharma.

 

Period: October – November 2015, January – February 2016

Challenge:
Nasivin is the market leader in the snuffspray market, but has a much older target group than the competition

Aim: Rejuvenate the target group with a brand relaunch and maintain, respectively expand market leadership

Implementation:
The media selection took place on the basis of the target group usage, the suitability of the product USP and the cost-effectiveness.

  • Range through optimized radio presence
  • Online mix of display and video for an efficient reach of the target group
  • Programmatic videos on YouTube and in female networks
  • Print ads in women’s magazines
  • Infoscreen due to the increased risk of infection in subways

Result:

  • Unsupported advertising + 4.7%
  • Market share + 6.9%