| Title | HANSAPLAST FEETMAG |
| Brand | BEIERSDORF |
| Product/Service | PLASTER |
| Category |
A07. Original Printed Content |
|
Entrant Company
|
BEING Boulogne Billancourt, FRANCE
|
|
Contributing Company
|
BEING Boulogne Billancourt, FRANCE
|
Credits
| ELZEAR DE TRENTINIAN |
BEING |
Creative Director |
| ARNAUD LECARPENTIER |
BEING |
Copywriter |
| AGATHE LUNEL |
BEING |
Art Director |
| CHARLY GOSP |
CHARLY GOSP |
Photographer |
| SOPHIA EL MIR |
SOPHIA EL MIR |
Photographer |
| FLORA SAGNES |
BEING |
Illustrator |
| MARTIN CARRO-LASSALLE |
BEING |
Illustrator |
| JEROME LEFEVRE |
BEING |
Agency Producer |
| OCEANE PRIGENT |
BEING |
Graphic Designer |
The Campaign
Challenge: How to launch with low budget Hansaplast’s new foot care range?
Objectives:
Be legitimate on the beauty and care market although Hansaplast has a reputation as a healthcare brand of plasters.
Get a wider share of women’s market.
Strategy: Use women’s codes and trendy influencers to switch the brand’s perception from a traditional healthcare brand for families to a modern foot care brand for women.
Execution: A fun, off the wall and lifestyle magazine with product placement about the foot care range of products into 10 different articles. An original way to introduce the foot care range of products to journalists, influencers and customers that has been relayed on Hansaplast’s website and thanks to e-mailings.
After less than one week (from April 20th to 24th), we already have the following results:
Email sent to 500 journalists / Bloggers and Influencers: 78,6% opening rate / 46,8% click rate
Film views: 1350 views
We are still waiting for the press & blog coverage and target audience’s feedback during the Odyssea races and the operation in shops.
Description:
To launch its new foot care range in France, Hansaplast decided to create a 72 pages premium magazine thought
to be read with feet : the FEETMAG
10 sections about food, fashion, art, society … but from a foot point of view, designed like a true magazine but
including brand content about the footcare range being launched. A very original way to catch journalists/bloggers
/influent women’s attention to learn more about the range of product and to share it on their blogs.
Short explanation of creative idea in English:
Use women’s codes and trendy influencers to switch the brand’s perception from a traditional healthcare brand for
families to a modern foot care brand for women. A fun, off the wall and lifestyle magazine with product placement
about the foot care range of products into 10 different articles. An original way to introduce the foot care range of
products to journalists, influencers and customers