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Industry Health & Pharmaceutical Products
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Creative Director Thomas Tatzl
Copywriter Christiane Sieveking
Released October 2009


Caples Awards 2010
Other Media Ambient/Guerrilla marketing Bronze

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BAYER
Product/Service: ASPIRIN
Agency: PKP BBDO
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Senior Consultant: Eva Bernreiter (PKP BBDO Werbeagentur)
Creative Director: Thomas Tatzl (PKP BBDO Werbeagentur)
Graphic Designer: Oliver Cleven (PKP BBDO Werbeagentur)
Copywriter: Christiane Sieveking (PKP BBDO Werbeagentur)
Media placement: Entry Stamp - Stamp On Audience Skin - 2nd Weekend October 2009

Describe the brief/objective of the direct campaign.
The objective is to anchor Aspirin® in the minds of 18 to 35-year-olds as an effective remedy against headaches. In addition, the action should endow the brand with a younger image and make it more trendy.

Explain why the creative execution was relevant to the product or service.
The Aspirin logo as a club entry stamp marks the ideal meeting point of product benefit (headache cure) and a target group that does not concern itself much with the brands of household medicine. The target group is confronted with the brand when they typically don't think about headache pills – yet. Moreover, the placement of the logo comes as a surprise to club-goers: They find a major logo where they expected nothing much. Aspirin is positioned as a caring, yet easy-going brand that knows your little problems – and solves them in the twinkling of an eye.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Young people don't often think about Aspirin, because Aspirin evokes associations with headache, fever, flu. We can only reach this target group where they are – hanging out, partying and not thinking about being ill. How? With a newly-designed entry stamp for fashionable clubs, featuring the Aspirin logo. 99.9% of club-goers will not discover the logo until they are back at home. In other words: when many of them have a headache. Thus we have put them in the center of the use case: Hangover is the problem. Aspirin – the solution. Because Aspirin®'s the key.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The stamp was used over the course of a weekend at the 10 top night clubs in Vienna and became an immediate topic of conversation on both evenings. And therefore also for greater awareness of Aspirin, as a subsequent market study showed: in the target group the promotion raised the profile of Aspirin by 20%. In addition, following the promotion there was a noticeable increase in sales - from an average of 3000 packets per week to 3368.