SHOE SHRINE by Saatchi & Saatchi Geneva for Novartis

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SHOE SHRINE

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Industry Skin Care
Media Promo & PR
Market Switzerland
Agency Saatchi & Saatchi Geneva
Art Director Lucy Crudgington
Copywriter Amy Hollier
Released April 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: NOVARTIS CONSUMER HEALTH
Product/Service: ANTI-FUNGUS CREAM
Agency: SAATCHI & SAATCHI
Date of First Appearance: Apr 26 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI , Carouge, SWITZERLAND
Chief Creative Officer: John Pallant (Saatchi & Saatchi)
Chief Creative Officer: Roger Kennedy (Saatchi & Saatchi)
Chief Creative Officer: Derek Green (Saatchi & Saatchi Switzerland)
Copywriter: Amy Hollier (Saatchi & Saatchi Switzerland)
Art Director: Lucy Crudgington (Saatchi & Saatchi Switzerland)
Advertiser's Supervisor: Philippe Zell (Novartis Consumer Health)
Global Marketing Head Lamisil: Christopher Buckley (Novartis Consumer Health)
Set designer: Juan Sherzinger
Account Manager: Giuliana Mandelli (Saatchi & Saatchi Switzerland)
Account Executive: Stephen Douglas (Saatchi & Saatchi Switzerland)
Media placement: Ambient - Freebase Records & Sneakers - Frankfurt - D - - 26/04/2010
Media placement: Ambient - Dressing Room - Frankfurt - D - - 26/04/2010
Media placement: Ambient - Escape Futura - Frankfurt - D - - 26/04/2010
Media placement: Ambient - Azita - Frankfurt - D - - 26/04/2010

Describe the objective of the promotion.
You can't sell Lamisil to people who don't care if they have athlete's foot. It's young people who get foot fungus the most, but care the least about treating it. They're just too lazy. We need to find a cut-through way to speak to this media saturated target market and give them a reason to care for their feet and buy Lamisil.

Describe how the promotion developed from concept to implementation
The Lamisil Shoe Shrine. While they don't think much about their feet, young people have a deep reverence for the sneakers they put on them. So we went into the sneaker stores where they worship and capitalised on this obsession with a unique merchandising solution - Lamisil Shoe Shrines. Elaborate point-of-sale shrines which displayed an uber cool sneaker, and asked the question 'Are your feet worthy?' We integrated Lamisil seamlessly into the merchandising as a sacrificial offering to the shoe god.

Describe the success of the promotion with both client and consumer including some quantifiable results
The shrines are universally worshipped. The promotion is in its early days, but we can say already that it's a success. Consumers took all the in-store Lamisil samples, and more importantly, we have lots of free publicity on sneaker blogs. And because it featured in the coolest of stores, it got grass roots street cred early on, which is paramount in this target market.

Explain why the method of promotion was most relevant to the product or service
Foot fungus is suddenly worthy of interest. By merchandising Lamisil in a cool, surprising and credible way, we got the attention of our target and gave them a new reason to use it – not only to treat their feet, but to honour their shoes. And working with double impact, the shrines also charmed shoe store merchandisers, who kept candles and incense alight, and added fresh packs of Lamisil, doing a lot of the work for us.