Otrivine | Owning the first sneeze

Insight

Ahhh-choo…nose blocked…eyes running….head like cotton wool? A cold can stop us in our tracks and Otrivine had a compelling claim to soothe sufferers - it unblocks your nose faster than pills. But this was not translating into sales in the UK. Partly this was due to being outspent by competitor Vicks, and to its narrow promotional resources.

Novartis traditionally relied on TV and had only global TV promotional assets. Nothing was available to encourage sales closer to the point of purchase. However, the bigger challenge was attracting the attention of customers to a low interest product. Consumers rarely prepared ahead for the ‘cold and cough’ season. Instead they only thought about decongestants when they caught a chill. The task was to take a different approach to tackle the dominant player and win over hard-to-reach commuters. But how?

Strategy

Although the UK ‘cold and cough’ season runs from November to March, outbreaks are more likely to occur when the temperature drops below a critical level and when people are in close proximity to each other. When a cold strikes, sufferers swiftly look for a quick and easy solution to cure their cold - but only once the symptoms start. This sparked the strategy. The brand would capitalise on the correlation of cold weather and cold symptoms and reach individuals when their need, and interest, were highest.

It created the first ever temperature dependent media solution that was both agile and mobile: agile to react to outbreaks of colds when the temperature dropped below five degrees; and mobile to catch the commuter audience on the move when they had an increased chance of catching a cold - and the opportunity to buy a cure.

Execution

Otrivine took over key train and underground stations in London, delivering the brand message directly to acommuter audience. Digital screens throughout mainline stations displayed creative, cleverly adapted from our existing TVCs. And they reinforced Otrivine’s power to unblock noses via ticket gates that illustrated ‘unblocking’ as commuters passed through them. Whether they were on escalators, the concourse or platforms, the messaging could not be missed!

By targeting the morning commute, it was able to be part of typical morning conversations: “How are you this morning”? To turn awareness into instant sales, they used real-time ‘WEVE’ geo-fencing temperature sensitive mobile technology to target commuters when they were a short distance from a store selling Otrivine. Consumers received an SMS message that highlighted the benefits of Otrivine’s powerful relief and directed them to the closest Boots or Tesco store, where they could immediately purchase with ease.

Results

Sales jumped 16% year on year and awareness of Otrivine and its faster unblocking message increased 38% amongst those exposed to the initiative. Crucially, those who saw the campaign were four times more likely to purchase Otrivine. The innovative temperature reactive mobile activity reached more than 150,000 people - all in close proximity to partner stores; and strengthened a relationship with these key partners.

The creative approach has been recognised as a best practice within Novartis. The strategy is now being rolled-out in the US, Germany and Sweden. It has also changed the company’s approach to developing global promotional assets. Now, instead of just TV, it is designing across all screens.

Otrivine Brand Manager Pamela Chan, said: “It was a media breakthrough to be ‘mobile’ for Otrivine. We loved the flexibility and engagement allowing us to reach our target customer at the right location and right temperature!” Results not to be sniffed at!

BRAND:

Otrivine

BRAND OWNER:

Novartis

CATEGORY:

Pharmaceuticals/Healthcare

REGION:

United Kingdom

DATE:

February - March 2013

AGENCY:

Starcom Mediavest

MEDIA CHANNEL:

Direct Marketing,Digital,Mobile,Out-of-Home

Intel | Your World

Insight

For Intel, its 18 to 34-year old target audience comprises of major technology consumers. However Intel is an enabling ingredient - it’s the unseen bit inside - and so doesn’t significantly influence their purchase decisions. OMD needed to show the potential Intel had to enrich their lifestyle and passions.

The agency knew that Intel’s audience (like most consumers) love sport and music. Not hugely ground-breaking insights, true, but what it also discovered through further digging was the audiences’ passion for testing the limits and exploring what is possible with their technical devices. 

This empowering consumer insight  gave OMD permission, in tandem with its new communication strategy of “Look Inside” to shift the focus from “showing what Intel make” to “showing what Intel makes possible” – bringing a new richness around the activities the audiences love – music, sport, fashion and the outdoors.

The second media insight was that The Feed is dying a slow death. With Facebook and Twitter at an average engagement rate of 1%, down from 16% last year, anyone who publishes or reads content on Facebook and Twitter has a cluttered and less engaging experience. What does this mean for brands like Intel who have invested heavily, for many years, in this form of publishing and in content creation yet feels let down by The Feed?

Strategy

Working in collaboration with OMD’s sport and entertainment marketing division and partner creative agencies, social analysis identified pioneering influential individuals within the music, sport, fashion and outdoor areas, and negotiated ground-breaking collaborations. The agency invited these Influencers to explore exciting collaborations with Intel’s engineers, providing them with the support and technology to create products that push the creative boundaries.

The first collaboration launched in early 2013 with fashion designer Christian Joy who created her ‘super guitar-licks rock star jacket’ – a wearable tech light-show that responds to the guitarist’s pedal. The programme has since developed to include influencers such as singer-songwriter Imogen Heap who worked with Intel to invent a running app in which the music keeps pace with the runner’s speed, drawing in ambient sound from the runner’s environment; and Olympic & World triathlon champions, the Brownlee brothers who with the help of Ultrabook and Intel engineers, ‘gamified’ their repetitive training routine, enabling them to race against a virtual, hybrid Super Brownlee.

Each influencer has added something unique making the programme bigger and better, culminating with our biggest influencer to date – Ben Saunders who attempted to cover the longest unsupported polar expedition in history – which launched in October 2013 across 13 EMEA markets. Ben worked with Intel engineers to ensure his Ultrabook functioned at minus 50 degrees centigrade to help him communicate with the outside world from the middle of nowhere.

The campaign was extended to Intel.com, with a dedicated hub documenting the progress of each Influencer through video, images and other content. For the media insight, OMD recognised the gap in engagement and sought to find better content partners that could distribute this extraordinary content via a new network of native content partners to reach, engage, and drive consumers to sale.

Execution

The paid media strategy was simple but dogged: The right content. The right place. The right audience. If it could do this with low levels of paid media, earned media would grow exponentially, so OMD focused on three objectives  – engaging advocates; converting interest and creating buzz.

As a result, the planning execution was bespoke to each collaboration – each plan tailored to build on the passion points and the existing equity each Influencer already had, carefully crafting media to allow the paid media to drive further organic growth by embedding it within the social environments both they and the target audience inhabit.

For all campaigns Intel used Facebook, but targeted the passion verticals as well as existing fans. For Christian Joy it targeted Fashion and Technology verticals; for Imogen Heap it targeted Music and Technology verticals; for Brownlee Brothers it targeted Sports and Technology and for Ben Saunders targeted Outdoor activities and Technology.

Intel also used additional channels and media owners specific to their vertical. For Christian Joy it worked with eBuzzing to excite and engage fashion bloggers; for Imogen Heap it worked with Spotify to target listeners through banner advertising; for Brownlee Brothers it used Promoted Tweets and utilised OMD’s RTB tool, targeting sports fans to build a cost efficient long tail hosting content; and for Ben Saunders it partnered with Discovery Channel to share campaign content to an engaged tech influencer audience. Finally the agency worked with Buzzfeed to create bespoke posts and editorial series “#Mindblowing facts” – a media first.

Results

The success in using low levels of paid media to catalyse earned media has seen strong results across the 13 markets, delivering a truly geo-wide campaign delivering against all campaign objectives.
• In one month Buzzfeed delivered 87k engagements (page views), 18k social engagements achieving a 1.3X Social Lift – for every 10 people who saw the content from paid media, an additional three people saw the content as a result of sharing. That's equivalent to 30% earned media
• Facebook delivered over 400m impressions - 21% of which were earned impressions
• 55% of the 1m YouTube videos were earned views
• The Intel.com Shop page, where laptops are bought from, recorded an increase in purchase engagement rate from 25% to 40% and 74,000 visits were driven to Intel.com from Facebook
• Over 1.7M actions have been generated (shares,likes, retweets and comments)
• Over 120,000 new Facebook fans and Twitter followers were acquired organically, creating a 1:3 ratio of earned media to paid media overall.

The past year has been a chance for Intel’s social fans to inspire and be inspired by what is ‘inside’ Intel’s products, and to add to Intel’s ever-growing image as a company that innovates and makes new things possible.

BRAND:

Intel

CATEGORY:

Computer/Software

REGION:

Czech Republic[

France

Germany

Hungary

Italy

The Netherlands

Poland

Romania

Russia

Spain

Sweden

United Arab Emirates

United Kingdom

DATE:

June 2013 - March 2014

AGENCY:

OMD

MEDIA CHANNEL:

Digital,Integrated,Online

Heineken | Road to the Final

Insight

Beer and football- a perfect combination to reach a male audience. Hence why Heineken is the global sponsor of the UEFA Champions League (UCL), the most prestigious club platform for international football stars and their clubs. Every year, this sponsorship platform drives awareness and preference for Heineken amongst UCL fans. But in 2013, Heineken wa

nted to evolve the communication of its UCL sponsorship. To deepen its relationship with UCL football fans by offering them something unique. Something that this audience would really enjoy and would therefore drive deeper engagement with the Heineken brand.

The answer was simple- focus on the areas of UCL that resonate most strongly with the male, football-loving audience. Focus on the intense level of competition and comradery that is inherent in football. And provide its male audience with an opportunity to get involved and feel that sense of competition, that comradery for themselves.

Strategy

The audience for this activity are men 21- 35, intense football fans who are highly competitive. They never pass up an opportunity to challenge a mate and would never back down when challenged themselves. To them, watching UCL football is inspirational- the epitome of athleticism and competition.

EBuzzing needed to find a way to extend the UCL experience from the TV screens, into these men’s hands. To bring the sense of competition to them. The central video asset developed for the campaign- “The Final”- was developed specifically focus to inspire these men. The video showcased the epic lengths that a fan will go to in order to be able to watch the UCL Final. Although the video culminated with the man arriving at the final match, the focus of the video is on the worldwide journey this man is willing to undertake to achieve something that is so important to him, everything from fighting through the jungle, hoping on the back of a stranger’s motorcycle, or managing to entertain harsh borders guards. He will do anything for his passion of the game. This video was used as the hook. It also needed something else to drive action.

Heineken knew its male target is highly competitive, so how could it trigger that passion? ‘The Kick’ online social game was created. An updated version of pinball, ‘The Kick’ was created to be highly addictive for our target- an easy to play, quick game that integrated the Heineken brand, elements of UCL football and was inherently social. The game would promote players to test their skills and to then challenge their friends to do the same. A social scoreboards was created to allow them to compare their results against their friends’, further driving the sense of competition and promoting gameplays.

Execution

‘The Final’ video ran on broadcast media around the world through local media and sponsorship packages. The reach of this asset was going to be huge. Heineken needed to capitalise on this awareness to drive engagement with The Kick game. It started with securing a global media world first! Heineken was the first advertisers to use YouTube’s trueview video product. Due to the lack to competition for this product, it delivered cost-efficient views of The Final asset across seven countries, specifically target users who were most likely to engage with the content and drive them to our game.

Through the use of a global video partner, the brand merged the video asset directly with the game in the custom-built widget, capturing the audience who was inspired by the video to immediately challenge them to test their own skills, all without leaving their current online environment. To ensure everyone, anywhere could play this game, a truly state of the art cloud-based hosting solution was created. This solution meant that that game could be played in any environment through the widget and would allow them to handle up to six million concurrent players! It identified a users’ location and tailored the language of the game to create a custom experience. Social media icons prompted players to share their results with friends and challenge them to try to beat their scores, something they knew their mates couldn’t resist! A social scoreboards was created to allow comparing of results, further driving competition and gameplays.

Results

Online views of The Final video delivered over 35 million views, exceeding the target by 26%. The insight was right - this audience can’t say no to a challenge! 76% of those who viewed the video online went on to play The Kick game, with over 6.7 million gameplays of The Kick, smashing the target by 573%! And of those gameplays, over five million were unique players. And they didn’t just play it once - they successfully triggered their competitiveness to play again and try to beat their score.

Average time spent with the game was just under four minutes. With over 500,000 social engagements, they were eager to share with their friends too. Heineken research tracking demonstrated a 4% increase in Heineken’s awareness of UCL versus the previous year. Heineken’s activity brought the passion and competitiveness of UCL football into the hands of the audience.

BRAND:

Heineken

CATEGORY:

Drinks (alcoholic)

REGION:

Argentina

Brazil

Canada

Germany

Greece

Hungary

India

Ireland

Italy

Mexico

Nigeria

Romania

South Africa

Spain

Sweden

Thailand

United Kingdom

DATE:

April - May 2013

AGENCY:

EBuzzing

MEDIA CHANNEL:

Online,Sponsorship,TV

Lilly | Lilly - Get it out of the way

Insight

Getting men to visit a doctor is difficult in the best of circumstances. Trying to encourage a visit to discuss to Erectile Dysfunction (ED) and Benign Prostatic Hyperplasia (BPH enlarged Prostate) is near impossible. And yet that was the primary objective of Lilly’s ED and BPH treatment education campaign.

Peeling apart the core target provided the insight that these “balanced men" (referred to as "Balanced Barry") – aged 40-65 yrs, active, healthy and in stable relationships - want to enjoy life with their partner and hope nothing gets in the way. As sensitive personal conditions, Balanced Barry is reluctant to talk about them, with anyone: partner, friend, let alone their doctor.

In fact, research has shown that it can take an average of two years to seek treatment for this condition, with many men not seeking treatment at all, instead viewing this as an untreatable part of the natural aging process. Against this backdrop of embarrassment and stigma, the internet is a unique vehicle which allows for understanding of the condition and the potential treatments available, whilst offering complete discretion. Trust is vital - Balanced Barry wants to ensure they are receiving accurate health information and when investigating the conditions, the first place they turn to would be a trusted medical source.

Strategy

Discretion & Integrity. Due to the sensitive nature and strict regulatory requirements, OMD needed to accurately target Balanced Barry. Therefore, it needed digital vehicles that would serve a message against the specific profile. The efforts focused on encouraging men to deal with ED/BPH concerns by connecting them with information that enabled a meaningful conversation with their doctor, helping them realise these conditions are treatable and need not infringe on their relationship.

The overarching digital strategy was to own Balanced Barry's experiences, within laser targeted male interest sites, in trusted health resources and when they were seeking additional information within Search. The objective was to help support Balanced Barry on his journey to treatment, occupying all of his digital touchpoints, like a trusted friend offering guidance and prompting action. Establishing a long term (always-on) presence was a key goal within these trusted platforms. The agency recognised that standard digital advertising can sometimes be seen as wallpaper, so went deeper by integrating Lilly ED & BPH doctor-produced tools and advice into trusted 3rd Party medical environments. This allowed Lilly to embed content and form a deeper association where men and their partners were going to learn more. Search is also a key resource for men looking for guidance and information.

Of course, paid search is the backbone to many campaigns and OMD looked to own and optimise the core ED/BPH keywords, to establish real estate in this space, capture traffic and drive to Lilly content areas for greater education and engagement. These relevant partnerships and quality search implementations were further reinforced by serving highly targeted ads via a real-time display buying tool. Focusing in on Barry in their other core areas of interest - News, Sports, men’s lifestyle – these communications acted as reminder messaging, additional to offline media and encouraged prompt action.

Execution

The partnerships with flagship third party independent medical sites involve annual, always-on activity to establish a long term association within the ED/BPH space. While unique solutions were developed in each market, these partnerships delivered deeper engagement and integrity across a breadth of activity:

- Trusted Medical writers, commissioned to answer new questions on ED and BPH within the site
- Co-branded Medical Site / Lilly Hub, providing integrated content through an environment the reader trusts
- Case studies for readers to engage with
- Sponsorship of ED Health Centres

These editorial relationships gave understanding and credibility to the Lilly message and drove greater engagement to prompt action – supporting the goals of educating men and getting them to talk to a Doctor. Specific to Search, it concentrated on information seeking terms around ED and BPH, served with continually tested ad copy. Optimisation focused to the Talk to your Doctor and Questionnaire sections of the website (for Barry to print off to take to his doctor). Additionally, bidding on campaign terms and ED/BPH health related terms, connected the audience to content offline to online - allowing them to explore content relating to symptoms, causes, treatment etc., furthering the propensity to talk to a doctor.

To serve highly targeted messages to these men with limited wastage, OMD utilised digital programmatic buying. This technology offered both contextual and demographic data targeting, combined with the cost efficiency of biddable display media. This ensured it directed the display communications to Balanced Barry effectively and efficiently.

Results 

Independent Millward Brown research proved achievement of the primary objective getting "Balance Barry's" to visit their doctor - on average those who saw the campaign were 45% more likely to visit their doctor. The extremely relevant partnerships dramatically improved our primary “Talk/Find a Doctor” measures. -

Sweden: In first 5 months 12.2k men read the partnered articles with an outstanding 31% clicking through to Lilly for more guidance

Spain: CTR jumped from 0.15% display, to 0.71% with the new partnership presence and Talk/Find a Doctor % post click conversion improved to 8.8%, versus 1.2% of previous activity across all markets.

Search improved the key KPIs during the April/May campaign with 1 in 10 going from homepage to take the ED/BPH health questionnaire and 1 in 16 to visit ‘Find/Talk to your doctor’ (28,000 ED/BPH questionnaire and 18,000 Find/Talk to doctor visits). Overlaying programmatic buying dramatically reduced the cost per KPI (Find/Talk to a Doctor) conversion, with reductions of 51% in Sweden and 67% in Spain vs. previous traditional display.

A challenging task but the campaign has prompted more "Balanced Barry's" to visit their doctor and solve their ED/BPH problems.

BRAND:

Lilly

CATEGORY:

Pharmaceuticals/Healthcare

REGION:

France

Italy

The Netherlands

Portugal

Spain

Sweden

United Kingdom

DATE:

2013

AGENCY:

OMD

MEDIA CHANNEL:

Direct Marketing,Digital,Online,Print