Title	THE TOP-OF-MIND-WORD PUZZLE
Brand	STADAVITA
Product/Service	EUNOVA
Category	A02. USE OF PRINT IN A MEDIA CAMPAIGN
Media Agency 2	INITIATIVE MEDIA Hamburg, GERMANY
Entrant Company	INITIATIVE MEDIA Hamburg, GERMANY
Media Agency	INITIATIVE MEDIA Hamburg, GERMANY

Name	Company	Position
Lukas Brocks	Initiative	Innovations Executive
Jörn Illing	Initiative	Unit Head Innovations
Jan Wilczewski	Initiative	Group Head Client Service

Results and Effectiveness

Over 11.200 participants of the crossword raffle spent a large amount of time with our ad and wrote down EUNOVA several times. The response to our ad was overwhelming: 771 e-mails and 10.571 (!) postcards. Besides the response we also increased the top of mind awareness with the effect of - pushing sales for EUNOVA by 3 % - and defending EUNOVAs market share while the main competitors lost 4.4 percentage points to the whole market.

Creative Execution

We designed the ad like a crossword puzzle and placed it within the quiz section of the 17 most affine magazines. The message: EUNOVAs nutritional supplements do not only help when it comes to physical fitness but also provide mental fitness. A crossword puzzle provides an inherent and thematic fit (as crosswords are a large section in these magazines) and increases the time spent with the ad – especially when a prize ensures a high level of involvement. To participate in the raffle, our target audience had to solve the puzzle. The words containing the letters for the solution (EUNOVA) were product features like “vitamins” or “vital”. The specific design of the ad brought our target audience to write down the brand name several times: as solution on a packshot in the center of the ad and in an e-mail or on a postcard.

Insights, Strategy and the Idea

German nutritional supplement brand EUNOVA is facing one key challenge in the highly competitive market for OTC drugs: When people are going to a pharmacy and describe symptoms instead of asking for our brand the pharmacist is likely to recommend competitors. To address this fact we needed to move EUNOVA to the pole position in our target audience’s (women 50+) relevant set. That is: to drive top of mind awareness in order to push sales and defend market shares as our main competitors claim higher brand awareness. But as our target audience doesn’t learn about issues as quickly and easily as younger consumers we had to come up with a solution that lets them deal with our ad longer and more intensively than with an average ad. Best case scenario: Our target audience “learns” EUNOVA by writing it down repeatedly. The simple and effective solution: a crossword puzzle ad.