广告代理:Grey Worldwide GmbH 广告主:Novartis 品牌:Lamisil Once
广告运动主题:Lamisil "Free your feet, free yourself" 市场:Germany, United Kingdom
简介: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.