PHARMACY ISLAND by Ostara 360 for NUTRICIA BAGO

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PHARMACY ISLAND

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency Ostara 360
Released May 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: NUTRICIA BAGO
Product/Service: INFANT FORMULA
Agency: OSTARA 360
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: OSTARA 360, Buenos Aires, ARGENTINA
Chief Executive Officer: Ana Lia Canepa (Ostara 360)
Account Executive: Blanca Silveyra (Ostara 360)
General Creative Director: Esteban Lorenzut (Ostara 360)
Marketing: Hernan Selicorni (Nutricia Bago)
Media placement: POP - Pediatric Centers - MArch 2009
Media placement: POP - Pharmacies - March 09

Describe the brief/objective of the direct campaign.
It is an increasingly competitive segment. (over 50% growth in the last 5 years, adding new POP to pharmacies). The sector communications are strictly regulated. The product circuit is a closed circle: a doctor that recommends, a mother that carefully follows that tip and pharmacies as the most reliably PDV to go to. In that context, Vital and Nutrilon had to increase their market share, while generating an emotional link between prospects and those giving advice.

Explain why the creative execution was relevant to the product or service.
It was relevant because it succeeded in creating brand experiences in non traditional locations. New communication spaces were owned by the brand and it dared to give a child´s perspective to a very serious issue, without loosing credibility. Instead of that, it kept on positioning the products.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How long will a child be patient in a clinic´s waiting room? Is the pharmacy a suitable place for kids? A health professional: a clown? We had to be careful and serious. We thought about… children and decided to give them some fun. In order to increase brand awareness and loyalty, we directly targeted only the places where they had to wait and had nothing else to do. The idea: to install game stations in unusual recreation spaces and enhance the link between the brand and its users (moms and professionals relaxed). They were installed in 65 pediatric centers, with educational games, drawing tables, slides... The success inspired us to install joy-islands in pharmacies. A place where entertainment, healthcare and sales could meet every expectation.

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.
We were completely into effectiveness while having a great time. In just one year (March 09 vs March 2010): • 5% more pediatricians recommended our products. • Brand Awareness (mothers) grew by +1.3% Vital and 4.5 Nutrilon • The Share from the PDV Pharmacies grew +6.5 points. 213,034 kids demanded, 'Mom, Take me to the island, I want to drink milk!'