Vivesco Promo, Case study LEMON LOUNGE by MSL Germany

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LEMON LOUNGE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Germany
Agency MSL Germany
Director Heiko Geibig
Released December 2011

Credits & Description

Category: Healthcare and Services
Advertiser: VIVESCO APOTHEKEN-PARTNER
Product/Service: VIVESCO PHARMACIES
Chief Executive Officer: Dr. Wigan Salazar (MSL Germany)
Director: Heiko Geibig (MSL Germany)
Media placement: Press Release Opening Lemon Lounge - RTL, VOX, Bild, IN, B.Z., Berliner Kurier, Handelsblatt - March 2010

Summary of the Campaign
In 2010, Vivesco – one of Germany’s biggest pharmacy cooperations – relaunched its brand image with a national communication campaign as a starting point to gain market leadership. Using the claim "Wir wollen Sie gesund" ("We want you healthy"), the campaign spanned all communication touchpoints.

We devised a cornerstone event to leverage media relations and social media activities while repositioning a healthcare-oriented institution in a lifestyle context – "The Lemon Lounge – Germany’s healthiest bar". Designed as a pop-up store decorated with thousands of lemons in the quirky Berlin-Mitte district, the Lounge opened with an official press appointment, highlighting models posing as living shop window mannequins in bathtubs filled with lemons. The highlight, was a VIP opening party with over 250 selected VIP guests and journalists. All Lemon Lounge events were linked to Vivesco’s social media activities which were launched shortly before the event. Film clips, photo streams and social media campaigning ensured that the Lemon Lounge was followed beyond Berlin. The launch of the campaign through the Lemon Lounge proved a success: more than 60 clippings, with a media value of 500.000€ was achieved. Vivesco increased its brand awareness and gained social media leadership in the health sector.

The Situation
With more than 1,100 members, Vivesco counts as one of Germany’s biggest pharmacy cooperations. In 2010, Vivesco relaunched its brand image with a national communication campaign as a starting point to gain market leadership and intensify brand awareness among consumers. Using the claim "Wir wollen Sie gesund" ("We want you healthy"), the campaign spanned all communication touchpoints.

The Goal
For the start of the national communication campaign, we were charged to conceptualize and implement a PR event to gain national awareness for Vivesco amongst press, consumers and experts.

With the Lemon Lounge, Vivesco could be presented to a national public as an innovative player whose independent pharmacists are a professional point of contact in all matters regarding a healthy lifestyle.

The event intended to create awareness for the new campaign and presented the topics "health" and "pharmacy" in a completely new and creative way.

The Strategy
We devised a cornerstone event to leverage media relations and Social Media activities while repositioning a healthcare-oriented institution in a lifestyle context. The "Vivesco Lemon Lounge – Germany’s healthiest bar" put Vivesco on the map as a quality leader and holistic advisor in matters of health. Exclusively designed as a pop-up store decorated with thousands of lemons in the quirky Berlin-Mitte district, the Lemon Lounge opened for five days.

Execution
The lounge opened with an official press appointment: Models were posing as living shop window mannequins in bathtubs filled with lemons. Print and online media, radio as well as TV came and reported on this spectacular opening. The highlight was a VIP opening party with over 250 selected VIP guests and journalists. For the first time, Vivesco presented its new image and advertising campaign. The next day, the Lemon Lounge opened for the interested public. Hot lemon drinks where offered to passers-by by three models. German Olympian and decathlete Frank Busemann and the popular marathon expert Achim Achilles discussed running and health and mixed healthy running-cocktails. On the last day, the winner of a regional radio raffle enjoyed the Vivesco healthy brunch together with his ten best friends. Film clips, photo streams and Facebook and Twitter campaigning ensured that the Lemon Lounge was followed beyond Berlin.

Documented Results
The launch of the Vivesco Campaign through the Lemon Lounge proved a success: journalists flocked to the Lemon Lounge. For one week, the models in bathtubs filled with lemons were the "talk of the town". Interest and awareness for a normally rather unpopular lifestyle topic – pharmacies – was raised, with numerous print and online clippings in the national and regional press. TV-lifestyle magazines such as RTL Exklusiv or VOX! Starmagazin interviewed the VIP guests in the Lemon Lounge about recent health topics. In a survey article on pharmacy cooperations in the leading business paper Handelsblatt, photos from the Lemon Lounge were used as key visuals. Through the media work, more than 60 clippings, with a total media value of 500.000€ was achieved. The launched social media profiles on Facebook, Twitter, YouTube and flickr gained a three-digit number of fans and follower numbers in a very short period.