Walmark Promo, Case study REPEATING PAGES by Tempo Advertising

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Romania
Agency Tempo Advertising
Creative Director Adrian Preda
Art Director Alexandru Covrig
Copywriter Luisa Leizeriuc
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: WALMARK
Date of First Appearance: Oct 1 2010
Entrant Company: TEMPO ADVERTISING, Bucharest, ROMANIA
Creative Director: Adrian Preda (Tempo Advertising)
Deputy Creative Director: Bogdan Costin (Tempo Advertising)
Head of Art: Cosmin Ezaru (Tempo Advertising)
Copywriter: Luisa Leizeriuc (Tempo Advertising)
Art Director: Alexandru Covrig (Tempo Advertising)
Chief Executive Officer: Aura Toma (Tempo Advertising)
Media placement: Magazine Special Execution - Decat O Revista Magazine - 1 October 2010

Insights, Strategy & the Idea
Memoplus is a memory stimulant with a target consisting of young people, especially college students. Instead of using the product during school periods, students prefer to drink large amounts of coffee.
Unfortunately, Memoplus is seen like a medicine and therefore has a boring image. It is perceived as a product targeted at adults and the young generation is not 100% convinced of its effectiveness. The sales were on a downward trend.
We chose to time our product communication with the start of the school year, when our target audience would need help in their studies.

Creative Execution
The magazine we used for our execution is addressed to a student target and is known for its daring articles and creative approaches.
For this project, we made extensive use of the magazine content, namely articles you would like to remember and read again sometime. We repeated the pages containing the articles three times in a row. The first impression was that of a typography mistake. It’s repeating? What’s happening?!
After the three-page series, a stripe on the last page reveals the brand and the message. When you need help memorizing things, use MEMOPLUS. Boost memory without repetition.

Results and Effectiveness
The idea was a great match to the magazines’ style so they charged no extra fee for the repeating pages. The effect was greater for a smaller cost.
As a result, product awareness has grown consistently among young people. Also, the targets’ view on the effectiveness of the product has improved to 78% from 56% 3 months prior.