SPONSOR OF YOU by Bridge Worldwide for Prilosec OTC

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SPONSOR OF YOU

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Industry Health & Pharmaceutical Products, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Bridge Worldwide
Associate Creative Director Nick Schultz
Executive Creative Director Hank Mclendon
Released December 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: PROCTER & GAMBLE
Product/Service: HEARTBURN MEDICINE
Agency: BRIDGE WORLDWIDE
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: BRIDGE WORLDWIDE, Cincinnati, USA
Entry URL: http://awardshome.com/cannes2010/OSActivation/
Executive Creative Director: Hank McLendon (Bridge Worldwide)
Associate Creative Director: Nick Schultz (Bridge Worldwide)
Copy Director: Yuri Bredle (Bridge Worldwide)
Associate Designer: Liz Goerlitz (Bridge Worldwide)
Director, Research & Analytics: Matt Booher (Bridge Worldwide)
Group Director, Strategic Planning: Marc Connor (Bridge Worldwide)
Management Supervisor, Client Partnership: Tracie Ruebel (Bridge Worldwide)
Senior Manager, Client Partnership: Stacey Fossitt (Bridge Worldwide)
Senior Systems Analyst: Becky Gruebmeyer (Bridge Worldwide)
Web Developer: Ryan Olton (Bridge Worldwide)
Project Manager: Sinta Edelman (Bridge Worldwide)
Associate Editorial Manager: Shannon Ursrey (Bridge Worldwide)
Senior Vice President: Catherine Falcetti (MS&L)
Vice President: Joe Guarino (MS&L)
Media placement: Website - Online - 18 December 2009
Media placement: Email - Prilosec OTC Database - 19 December 2009
Media placement: Banner Ads - Facebook, Yahoo! - 19 March 2010

Describe the objective of the promotion.
Prilosec OTC enjoyed tremendous growth as the first and only heartburn treatment available over the counter to give 24-hour protection. But what do you do when your first ever branded competition enters the market, armed with an estimated two-hundred-million in marketing support? Our challenge was to keep the consumers we had. But how do you get people to be loyal to your brand in a category where your target doesn’t want to think about your brand? Our insight was that our consumers had little, if any, loyalty. Our objective was to create an emotional connection with heartburn sufferers.

Describe how the promotion developed from concept to implementation
We looked at a familiar marketing standard and asked, what if we turn the idea of brand sponsorship on its head? We decided to champion real people. Passionate people. Rather than connect with one fan base using a single celebrity, we sponsored real people embracing diverse passions. They become motivated, vocal brand advocates and shared our message for us with family, friends and fans. The program has grassroots dynamism. We recruited initially via our email database, then let word-of-mouth extend our reach. Also, we contacted bloggers in various areas of interest and ran banner ads on Facebook and Yahoo!.

Describe the success of the promotion with both client and consumer including some quantifiable results
Within months, over 800 people have applied and campaigned for over 41,000 votes. Averaging 34 new applications daily The program website draws a far more engaged audience than the brand website. Visitors stay 82% longer and view 74% more pages per visit. The site has surpassed 70,000 visits and 400,000 page views. Official Sponsor draws a highly relevant target: 66% experience heartburn (87% of those take Prilosec OTC). Articles in Advertising Age and trade publications generated 561,000 impressions. 75 blog placements have contributed to over 1,500,000 blog impressions to date. The brand has elected to extend the program indefinitely.

Explain why the method of promotion was most relevant to the product or service
Leveraging the Web was essential for the program. Our premise was to make a significant difference across a wide range of people and passions, thereby motivating real people to get out and share the brand within their spheres of influence. We’re deputising brand advocates, with the internet amplifying our reach. By virtue of blogs, social networking, message boards, and all venues for self expression online, the people we sponsor have unprecedented reach. Prilosec OTC has demonstrated a groundbreaking way to activate its audience — to get people thinking about, talking about, Twittering about, and blogging about the brand. It’s working, and the numbers show it.