SPARE NOSE by Del Campo Saatchi & Saatchi Madrid for Otrivin

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SPARE NOSE

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Industry Health & Pharmaceutical Products
Media Promo & PR
Market Spain
Agency Del Campo Saatchi & Saatchi Madrid
Copywriter Elena Nieto
Illustrator Fabiano Rosa, Nuria Gila
Released January 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NOVARTIS
Product/Service: OTRIVIN NASAL SPRAY
Agency: SAATCHI & SAATCHI SPAIN
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI SPAIN, Madrid, SPAIN
Copywriter: Elena Nieto (Saatchi & Saatchi)
Creative Director: Fabiano Rosa (Saatchi & Saatchi)
Illustrator: Nuria Gila (Saatchi & Saatchi)
Creative Executive Director: Miguel Roig (Saatchi & Saatchi)
Account Director: Saskia vanLiempt (Saatchi & Saatchi)
Illustrator: Fabiano Rosa (Saatchi & Saatchi)
Illustrator: Nuria Gila (Saatchi & Saatchi)
Media placement: Marketing Promotional Campaign - 3 Pieces - Drug Stores And Pharmacies - 15-01-2010
Media placement: Spare Nose/1 - Drug Stores And Pharmacies - 15-01-2010
Media placement: Spare Nose/2 - Drug Stores And Pharmacies - 15-01-2010
Media placement: Spare Nose/3 - Drug Stores And Pharmacies - 15-01-2010

Describe the objective of the promotion.
OBJECTIVE: Introduce Otrivin Nasal spray for instant nose blocked relief.

Describe how the promotion developed from concept to implementation
OTRIVIN is a nasal spray that unblocks your nose in case of cold. With this promotional marketing action in point of sale, we want to convey that even if you’re sick, you don´t have to suffer breathing and smelling difficulties in some pleasure moments. That’s why we have created a collection of spare noses in blisters, to use in certain circumstances of daily life, when you really need it. By turning the blister around, you will discover that the fake nose has inside the nasal spray, which will allow you to breath freely again and give another chance to your own nose.

Describe the success of the promotion with both client and consumer including some quantifiable results
The client was aware that they go unnoticed in point of sale and they were open to new ideas. They liked our proposal because it goes directly to solve their problem, catching also new consumer’s attention. The retailers also liked the idea because they could continue using the stands they had and also because most of the clients stopped in front of the product, attracted by the new packaging.

Explain why the method of promotion was most relevant to the product or service
The pharmacies are the distribution channel used to sell this product. On the shelves of these stores, a lot of products and medicines are showed and Otrivin was not perceived as they wanted. We had to develop a packaging so the consumers could focus the attention on the product. These blisters are totally related with the functionality of the product, they are very noticeable and very recognisable.