Local radio as well as regional targeted online were the primary channels for a fast and regional approach. Ads in news and weather environments were placed within one day. Furthermore the informative Aspirin Complex website offered a comprehensive common cold surveillance including a “cold alert”. The use of local targeted mobile is in negotiation and will be implemented soon. In addition to local media, the campaign got national TV-support, where emphasis was likewise laid on news and weather programs.

In terms of efficiency the campaign proved to be extremely successful. The radio flight generated an outstanding return of investment of 1,27. With 1 EUR spent in broadcast, 1,27 EUR were additionally generated in sales value. The average ROI is about 0,2-0,3 EUR. This demonstrates the enormous impact the campaign had on the customers’ awareness and buying process.