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Lamisil Once (30 sec.)

basics
Industry: Pharmaceutical
Media:TV & Cinema
Published:May, 2006
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete’s foot. By 2004, the brand was market leader across Europe. However, it was only the number 2 brand in the key markets of Germany and the UK. Moreover, the market for athlete’s foot treatments had stagnated across Europe. Consumers tended to perceive all athlete’s foot products the same, regardless of how effective they claim to be, however, this is actually because people don’t use the products long enough for them to work. The launch of Lamisil Once, the first single application treatment, was a bid to resolve this problem. But although this product really does work with one application, getting people to believe it would not be easy. The resulting integrated campaign was run across nine channels, targeted three distinct audiences (consumers, healthcare professionals, journalists) and resulted in significant sales and share growth across Europe.
credit
Brand:
Agency:
awards
EACA Euro Effies 2007
Bronze
Brand Activation/360° Integration
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