Ambition: introduce a new audience to Compeed.Research explored women’s attitudes to shoes, blisters and discomfort.KEY INSIGHT: ‘everyday’ blisters are frustrating but forgettable. But evenings and occasions ruined leave lasting memories.

Concept: Compeed, the No. 1 Solution, gives a girl confidence to look amazing and Be Unstoppable!Identified compelling situations with maximum reach, closest to the point of discomfort. Socio-geographic research to pinpoint locations. Timing based on UK temperature records.Evenings in city centre bars, pubs and night clubs, taxis home, racing ladies days.Agency developed all campaign elements, negotiated media and sampling partnerships, built and implemented campaign microsite.

CAMPAIGN OUT-PERFORMED TARGETS IN EVERY PRIORITY MEASURE with exceptional ROI.582,790 TARGET WOMEN INTRODUCED TO THE BRAND direct through samples in hand (+17% over target.)+29.75% BRAND VALUE GROWTH achieved in less than 6 months (vs. 24% full year target.)+36% VALUE SHARE GROWTH in 2009 achieving a record 66.5% SHARE of UK blister plaster market (vs. 54% 2008.)43,669 UNIQUE CONSUMERS PROMPTED TO VISIT CAMPAIGN MICROSITE, capturing circa 9,000 registrations for future communication.+4,000 friend-get-friend coupons downloaded and shared.

Success in 2009 has inspired extended activity at the centre of 2010 brand investment.