Stada: EQUIPPING THE MOST EXPOSED by Initiative for Stada

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Stada: EQUIPPING THE MOST EXPOSED

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Industry Consumer & Public services, Health & Pharmaceutical Products
Media Ambient
Market Germany
Agency Initiative
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Ambient Media: Large Scale Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser/Client: STADA
Product/Service: GRIPPOSTAD C FLU MEDICINE
Entrant Company: INITIATIVE MEDIA Hamburg, GERMANY
Media Agency: INITIATIVE MEDIA Hamburg, GERMANY

Innovations Consultant: Marie-Louise Schulz (Initiative)
Innovations Consultant: Bastian Raschke (Initiative)
Managing Director: Peter Lund (eachfilm)
Innovations Consultant: Lukas Brocks (Initiative)

Results and Effectiveness:
In future, when people see a red scarf, they will first associate it with Grippostad C, the flue medicine:

• 74 % awareness for the red scarf of Grippostad C
• 63% connected the red scarf with Grippostad C
• €360,000 earned media due to massive press response
• Earned media exceeds media investment by factor of 45

Grippostad C - strong against flu.
Creative Execution:
Well, how to do this? It is quite easy:

The solution: Equipping the most exposed.

We provide the most famous statues with red scarves. These statues are perfect for our purposes, as they are the only ones to endure all winter long freezing temperatures. The red scarf becomes the ultimate teaser. Stickers attached to every statue strengthen the connection between brand & scarf: Grippostad C – strong against flu

Everybody sees it, everybody interacts with it. And due to a sampling everybody wears the red scarf of Grippostad C.
Insights, Strategy and the Idea:
March 2011: It is freezing cold in Germany. When you look around, you see thick scarves, everybody is sneezing and coughing. The good news: There is Grippostad C – one of the best flu medicines. But: We have two strong competitors, both with a much higher Share of Advertising.

Our advantage: We are the only ones with a strong and eye-catching key visual – a red scarf. However, when people see a red scarf, most of them would think of catching a cold, but wouldn’t think of Grippostad C right on the spot. They don’t link the key visual to the brand.

Our challenge: Making the red scarf synonymous with Grippostad C.