BACK IN THE GAME by Initiative for Stada

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BACK IN THE GAME

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Germany
Agency Initiative
Released May 2009

Credits & Description

Category: Healthcare & Medical
Advertiser: STADA ARZNEIMITTEL
Product/Service: MOBILAT HEALING CREAM
Date of First Appearance: May 22 2009 12:00AM
Entrant Company: INITIATIVE MEDIA, Hamburg, GERMANY
Sales Consultant: Sergül Süme (DSF Deutsches Sportfernsehen)
Project Management Sales: Michael Flederer (DSF Deutsches Sportfernsehen)
Media placement: TV programme, 5 series/3 repeats - DSF - 22.05.2009
Media placement: TV - programme trailers - DSF - 20.05.2009
Media placement: TV - prize draw trailers - DSF - 29.05.2009
Media placement: TV - campaign - 1 Spot - DSF - 22.05.2009
Media placement: Online - Microsite and editorial teasers - www.dsf.de - 25.05.2009
Media placement: Online Bannering - www.sport1.de, www.anschlusstor.de - 25.05.2009

Results and Effectiveness
Our Return to Fitness campaign helped Mobilat to regain its sporting brand heritage. The association with top-flight football gave the brand an aspirational appeal and communicated its return to fitness message in a professional sporting environment. Through Club Doctors in Action, Mobilat was able to reach over 20% of all 30 to 59 year-old men in Germany. In fact, the series was so popular that it beat DSF’s average market share for primetime. Furthermore Mobilat enjoyed a 25% year-on-year increase in market share and engaged the target audience: “Really exciting to see what’s going on in the background.”

Creative Execution
We partnered with leading sports channel DSF to create a series of half-hour programmes called “Club Doctors in Action – presented by Mobilat”. Mobilat would enable the channel to create an entertainment first in Germany, while at the same time demonstrating how important the right treatment is in returning to fitness. The five programmes ran at primetime alongside screenings of football matches and related football content and were promoted by TV trailers and editorial integrations. A specially-created microsite supported the series and featured a competition offering amateur sports teams the chance to win a week at a training camp. We also enlisted German football world champion Simone Laudehr as a brand ambassador to add extra appeal for the target audience. Not only did Simone feature in the supporting campaign, but she also became the first female studio guest on the Bundesliga Aktuell show.

Insights, Strategy & the Idea
Mobilat is a specialist healing ointment that has been used in German sports changing rooms for many years. However, a bid to broaden its appeal as a general household remedy saw Mobilat lose marketshare. We needed to take the brand back to its roots as a specialist treatment for sports injuries. Our target audience (men 30 - 59) still want to play but are prone to injury. The most crucial thing about sporting injuries for them: get back on the pitch as soon as possible. Mobilat could help them do this! We created the platform “Return to Fitness” that would make Mobilat synonymous with a speedy return to the playing field. The common denominator across our target audience was football – playing and watching. We created an opportunity to give them a unique insight into the world of football medics as they seek to get the players back onto the pitch.