THE ALLI FIRST TEAM by Mediacom Vienna for Glaxosmithkline (GSK)

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THE ALLI FIRST TEAM

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Austria
Agency Mediacom Vienna
Art Director Edgar Castellanos
Released March 2009

Credits & Description

Category: Healthcare & Medical
Advertiser: GLAXOSMITHKLINE
Product/Service: SLIMMING PRODUCT
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Senior Communications Planner: Caroline Cizek  (MediaCom Austria)
Digital Media Planner: Ulrike Kalss (MediaCom Austria)
Media Services Executive: Radoje Mijic (MediaCom Austria)
Media Services Consultant: Angelika Breitenecker (MediaCom Austria)
Communications Planner: Barbara Würstl (MediaCom Austria)
Art Director: Edgar Castellanos (MediaCom Austria)
: Ursula Wirth (Pleon Publico)
: Anja Sindermann (Pleon Publico)
Media placement: TV - All TV Channels - 04.05.2009
Media placement: Radio - Krone Hit - 11.05.2009
Media placement: Print - Krone Bunt / Ärztekrone - 20.04.09 / 16.03.09
Media placement: Print - Diabetes Forum / Wienerin - 02.03.09 / 25.05.09
Media placement: Print - ORF Nachlese / Universum Innere Medizin - 30.11.09 / 09.03.09
Media placement: Print - Gusto / Wartezimmerkrone - 14.09.2009 / 13.04.2009
Media placement: Print - Woman + Madonna / Medizin Populär - 18.05.2009 / 01.06.2009
Media placement: Online - Netdoktor.at - 04.05.2009
Media placement: Point Of Sale TV - Gesundheits-TV - 30.03.2009
Media placement: Street Branding - Out Of Home/basement - 29.03.2009

Results and Effectiveness
Through our word of mouth communication - using the “alli firsts” as excellent multipliers - alli had a successful launch on the market. IMS reported alli the most successful consumer health launch in 1.HY2009. And most important: sales results exceeded the clients forecast by 30%, alli became market leader within the first weeks. Demand was so high that even stocks were sold out! 33 consequent “alli firsts” lost 206 kg within 2 months, pharmacists and consumer feedback was great.

Creative Execution
Through the newly created “alli first team” alli made Real World Women to its advocators to foster credibility and gain consumers confidence. They took part in a Real World test programme – using alli in addition to a slimming-routine. A call-up via print and online invited to apply for being member of the “alli first team”. During a casting 38 women were chosen as “alli firsts”. They started the test 2 months before market entry. The kick-off was organised with the famous Austrian star cook Johanna Maier. Well-known nutrition experts, motivation specialists, sport coaches and alli representatives supported the whole team. Social media accompanied the slimming-programme in terms of an online platform where each team-member shared their experiences and their individual progress. Editorial cooperation with content-affine press, websites and pharmacy titles further spread the success stories. Main cross-media cooperation partner was Kronenzeitung - the daily with the highest reach.

Insights, Strategy & the Idea

The pressure of being slim is one big problem of our society. Yet, there are people who are willing to do almost anything to lose weight with permanent results. With alli, the first serious remedy in the market, they’ve finally found their answer. The main challenge was to convince the target group as well as the pharmacists (the key influencers) of alli as THE serious & effective slimming product. Furthermore it was important to gain publicity and push sales through our strongest media – the word of mouth communication. As an important insight for our strategy, we used the fact that the majority of our target group already had some negative diet experience and was frustrated and sceptical of any slimming product.