PEACE OF MIND by Equinox for Msd

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PEACE OF MIND

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market China
Agency Equinox
Released February 2009

Credits & Description

Category: Healthcare & Medical
Advertiser: MSD SCHERING PLOUGH LEGACY
Product/Service: MARVELON CONTRACEPTION
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: EQUINOX ZENITHOPTIMEDIA GROUP, Shanghai, CHINA
Entry URL: http://zhidao.baidu/marvelon/
Managing Director: Wee Ching Ian (Equinox)
Group Director: Lin Yinling (Equinox)
Associate Planning Director: Eric Zhong (Equinox)
Associate Planning Manager: Cathy Peng (Equinox)
Planning Executive: Steven Sun (Equinox)
General Manager: Meg Chen (Zed Digital)
Media placement: Online - Baidu.com - 01/03/2009
Media placement: TV Thematic - CCTV And Provincial Satellite TV Stations - 01/03/2009
Media placement: TV Content Co-Operation - Provincial And Local TV Stations - 01/09/2009
Media placement: OOH - Metro, Bus, Office LCD, Street Furniture - 02/03/2009
Media placement: Magazine - Female, Health, Parenting, Wedding, Family - March 2009

Results and Effectiveness
Marvelon’s market share increased significantly to 62% resulting in market leadership. Post-campaign indicators showed high effectiveness driving awareness in category (83%) and brand (73%) surpassing client’s target of 60%. Online ‘Healthy Contraceptive Centre’ campaign delivered page views 6 times higher than initial targets. Thousands of questions were submitted by women with over 150,000 registering for information on Marvelon’s official website. More importantly, the campaign liberated women in China to be more open to discuss and ask intimate questions about sex and contraception. Marvelon has given the women of China peace of mind over birth control.

Creative Execution
Online was a key touchpoint to deliver interactive and in-depth education about Marvelon. The Marvelon Healthy Contraceptive Centre (HCC) - an educational, Q&A platform was created with China’s popular and credible search engine Baidu.com’s port ‘Baidu Knows’. This query-based community facilitated discreet sharing of knowledge and experiences by showing the online Q&A of thousands of Chinese women for anonymous sharing and discussion. Specific or more intimate questions could be channelled one-to-one to the online ‘Marvelon Expert’ for a personalised response. In addition to the Healthy Contraception site, we surrounded women with informative content. Educational TV and radio vignettes were developed for female-targeted programmes and extended to office LCDs and female websites. A series of tailor-made TV episodes and magazine advertorials on women’s health featured discussion between doctors, contraception experts and audiences, and readers.

Insights, Strategy & the Idea
In a country where the government enforces a ‘one child policy’ and levies large fines for having more than one child, Chinese women shoulder huge responsibility. In addition, talking about contraception and sex is an uncomfortable subject to discuss openly for Chinese women who are often shy and reserved. Marvelon (‘the pill’) from Schering-Plough is medically proven to be the most reliable and safest birth control (currently, the widely used option is the unreliable and unhealthy ‘morning after pill’, that can potentially lead to infertility). The challenge was how to communicate the Marvelon product considering Chinese women are uncomfortable to confront the subject and furthermore this category faces heavy advertising restrictions. A discreet educational dialog was needed with women across China. We created a ‘safe haven’ environment to build emotional bond and engagement. There was huge business potential with over 400 million women aged 18+.