Title	THE TOP-OF-MIND-WORD PUZZLE
Brand	STADAVITA
Product/Service	EUNOVA
Category	A06. USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN
Media Agency	INITIATIVE MEDIA Hamburg, GERMANY
Entrant Company	INITIATIVE MEDIA Hamburg, GERMANY
Media Agency 2	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

The Brief

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 with both, existing and new customers. For explaining product features to an older target audience, we chose ads in print magazines with an interactive call to action.

Describe how the promotion developed from concept to implementation

Sampling the product wasn’t an economic solution for our problem as we needed to focus on an older target audience but spread the ads nationally. Further, we couldn’t include a price promotion in the ads because pharmacists in Germany are free to choose the selling price and brands cannot dictate a discount for the consumer. So our promotion was rather a highly activating raffle with an inherent fit between product and execution. To explain how EUNOVA works as a drug the grand prize was a vitamin packed fruit basket.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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. The simple and effective solution: We designed the ad like a crossword puzzle and placed it within the quiz section of the 17 most affine magazines. The words containing letters for the solution (EUNOVA) were product features. The specific design of the ad brought our target audience to write down the brand name several times, e.g. as solution on the packshot.