Title	LAUNCH BEROCCA BOOST
Brand	BAYER
Product/Service	BEROCCA BOOST
Category	C03. Voice-Activation
Entrant	MEDIACOM London, UNITED KINGDOM
Idea Creation	MEDIACOM London, UNITED KINGDOM
Idea Creation 2	MULLENLOWE GROUP London, UNITED KINGDOM
Media Placement	MEDIACOM London, UNITED KINGDOM
Production	MULLENLOWE GROUP London, UNITED KINGDOM
Production 2	SAY IT NOW LTD London, UNITED KINGDOM
Production 3	A MILLION ADS London, UNITED KINGDOM

Name	Company	Position
Tom Barker	MediaCom	Media
Sarah Gottschling	MediaCom	Media
Henry Penny	MediaCom	Media
Charlie Cadbury	Say It Now	Production
Maria Cadbury	Say It Now	Production
Sander Siezen	MediaCom	Production
Ross Marshall	MullenLowe	Creative
Stacey-Louise George	A Million Ads	Production
Silke Zetzsche	A Million Ads	Production
Georgia Mundy	Bayer	Client
Georgie Harmel	Bayer	Client
Vicky Keenan	Bayer	Client

View Script

Write a short summary of what happens in the radio or audio work.

Berocca delivered a highly innovative, voice-activated media first to maintain their position as the number one vitamin brand. With high streets, offices and bars closed during the many lockdowns of winter 2020/21, shoppers turned to ecommerce. Berocca is historically stronger in store, so we needed a campaign that would drive people to purchase online. However, with the online space well covered by competitors and third-party sellers, Berocca needed a purchase funnel that takes customers directly from advert to purchase. Because of furlough and working from home, more people than ever were tuning into the radio on smart speakers: a perfect opportunity for us. We developed an Alexa skill which consumers could open on hearing Berocca’s adverts on the radio, taking them directly to purchase the vitamins. This was a world first, enabling a hugely successful shift of Berocca’s sales online: ecommerce now represents 51% of total category sales, up 21%!

Translation. Provide a full English translation of any audio.

An example on one of the audio adverts: Right now in your area, the weather is bland and uninspiring. You can expect more internet buffering. [YAWN] Ah, sorry. I always feel tired on days like this and I'm plugged in. If you feel this way, try Berocca Boost. With caffeine to improve alertness and vitamin b12 to help reduce tiredness and fatigue. Switch on your Monday afternoon. Say "launch Berocca Boost" on this device now to find out more and to order. Do not exceed 400mg of caffeine per day. Not suitable whilst pregnant or breast feeding.

Cultural / Context information for the jury

Berocca is a multivitamin boost supplement and the UK's leading brand in the energy segment. 2020 brought opportunity for the vitamins, minerals and supplements (VMS) market. The sector was in growth pre-pandemic and the outbreak of coronavirus brought people’s health to front-of-mind. Furthermore, the UK government recommended vitamins to reinforce immune systems. Combined, these factors led to a significant boost in the sector - VMS became the second largest healthcare category, accounting for 17% of total healthcare (YTD April 2021). Traditionally Berocca was strongest in-store and, pre-pandemic, only 9.6% of vitamin sales were generated online. However, COVID restrictions meant that high street footfall dramatically fell, and ecommerce grew by 46% (ONS, Jan 2021). To stay at number one, Berocca needed to develop a marketing campaign which could reach people at home and which could carry consumers smoothly from being served the advert through to purchase, avoiding other vendors.

Please outline the innovative elements of the work

The Launch Berocca Boost campaign was a world first. Berocca’s adverts were played across Global radio stations. Our own econometrics data showed that increasing the relevance of our healthcare messaging can drive an increase in ROI by up to 0.60pp, compared to generic messaging. Using this insight, we worked with A Million Ads to serve dynamic audio which changed based on the context, time of day, day of week and weather – ensuring the listener heard the most relevant message at all times. When our target audience heard the Berocca advert, they were able to open an Alexa skill on their smart speaker. The skill allowed them to find out more about the product or to purchase it directly. This process meant that Berocca were able to completely own the sales funnel, from advert through to purchase, without competitors having opportunity to access those in the market for vitamin supplements.