| Title | HANSAPLAST FEETMAG |
| Brand | BEIERSDORF |
| Product/Service | PLASTER |
| Category |
A03. Publications & Brand Collateral |
|
Entrant Company
|
BEING Boulogne Billancourt, FRANCE
|
|
Advertising Agency
|
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 |
Brief Explanation
Hansaplast is a global healthcare brand from Beiersdorf group is #5 on the plaster market in France but the market shares have been falling down for 2 years. In order to increase its revenue and bring back dynamism, Hansaplast decided to launch a footcare range as it has a huge potential on the market and best growth figures. To reach that new market, Hansaplast needed to its existing target to younger women (25-40 years old – urban) who are more willing to buy footcare products vs. healthcare products. To support that launch in France, Hansaplast had less than 60k€.
The Brief
The client asked us to launch the footcare range and to help the brand being legitimate in the beauty and care market although Hansaplast had a reputation as a healthcare brand of plasters.
How the final design was conceived
In order to read the magazine with the feet, we had to study the size of the type to enable people to read it easily from the ground. The paper has also been chosen to be thick enough to be turned with feet and a varnish helped for a better grip. All those production constraints had to match with a premium design that was necessary to attract the target audience.
Indication of how successful the outcome was in the market
The final outcome is a 72 pages premium magazine thought to be read with feet. 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. For final users, it helped spread information about the product and how to use them as well as it helped leveraging the brand as a fun and trendy brand for women and not only a traditional plaster brand. As the magazine was sent out in April 22nd we don’t have sales figures yet but Hansaplast aims to increase its revenue by 5%. (vs. -2,4% in 2015).