Anlene Promo, Case study LISTEN TO YOUR BONES

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Industry Spices & Condiments, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Released September 2009

Credits & Description

Category: Best Use of Television
Advertiser: FONTERRA
Product/Service: ANLENE ADULT MILK
Date of First Appearance: Sep 25 2009 12:00AM
Business Unit Director: Czarina Ladringan (OMD Philippines)
Client Services Executive: Ma. Carmina Katigbak (OMD Philippines)
Investment Director: Liza Obispo (OMD Philippines)
Media placement: TV campaign - 11 spots - GMA 7 - September 25, 2009
Results and Effectiveness
Anlene’s equity as the Bone Health Expert (88%) and as the brand that Helps Prevent Osteoporosis (98%) significantly increased while top competitor Nesvita is seen to weaken in this equity. Total Adult Milk consumption went UP to 2 glasses per day (89%) among Anlene BUMO users. Anlene was able to grow the total bone health category by 7% (vs. PY); achieved its highest ever market share of 90%. It achieved its highest market share of 75%. In the total adult milk category, Anlene retained its dominance in market share and was able to achieve value share of 40%. (Source: Millward Brown Ad Tracking Report ACNielsen Retail Audit Report)
Creative Execution
Anlene exclusively partnered with GMA 7 and launched its Listen to Your Bones campaign in three phases. All executions were crafted to maximise TV as a tool to further drive awareness on Osteoporosis and its debilitating effect. Efforts started with the World Osteoporosis Day plugs that aired throughout the month of October. 2nd phase was created to make viewers realise the seriousness of osteoporosis. Advocacy plugs with OSPFI doctors and a known actress were aired communicating the dangers, the effects, the possible victims and the prevention of the disease. Sustaining campaign focused on prevention. Anlene aired milk reminder plugs (morning and evening) reminding the viewers to develop the habit of drinking Anlene twice a day to combat osteoporosis.To further strengthen the TV campaign, Anlene implemented on-ground activations offering free bone scanning services. Nurses were stationed in the booth to explain the results as well as preventive measures.
Insights, Strategy & the Idea
Osteoporosis is a serious and growing health threat in the Philippines with a reported prevalence among 8.9 million Filipinas*. Yet in spite of this, osteoporosis does not generate the same level of concern as other hereditary diseases, often it is only perceived to be something that results from lifestyle. More often than not, one has to manifest the symptoms or be reminded of the debilitating effect and deformity it brings before people act on it. Anlene, being the top adult milk brand associated with the fight against osteoporosis, partnered with the Osteoporosis Society of the Philippines, International Osteoporosis Federation and GMA 7 (one of the country’s leading network) to further push its advocacy campaign with the purpose of raising awareness and concern among Filipino women on Osteoporosis. It was Anlene’s objective that in the process product relevance and emotional bond of consumers to the brand will be strengthened.*Source: (from IOF)