PRODUCT – innovational cure XL-S Medical, bestseller in Europe among weight loss medicines. XL-S Medical has a brand new concept of action that does not have analogues on Russian market. It allows customers not just effectively lose their weight but to stabilize it on a comfort level.

?hallenge: Loudly announce the new cure and show its double action.

PROBLEM: Market is overloaded with various weight loss medicines which say and show about the same. We had to find a way to stand out from this trend!

IDEA & EXECUTION:

To promote the product and allocate it among competitors we created a new strategy. XL-S Medical entered the territory of beauty care products that is so closed to young and active female audience. We decided to illustrate the slogan “XL-S Medical – is a breakthrough among weight loss cures!” literally and that’s why we have such a vivid and memorable key-visual!

The results after the first month of an advertising campaign:

The 7th place in total amount of sales in category of weight loss products

The 6th place among the biologically active nutritive complements

The first place among all novelties of the pharmaceutical market in 2013,

An idea potentialy allowed us to expand it on various directions. For example on cure presentation event there was a whole dancing performance. Slim girls appeared on stage by breaking through their old photos.

The following media was involved during the campaign: TV (movies and product placement), press (layouts), Internet (banners, advertorials). There were also held events before Ad campaign start.

In final Ad materials there is a typical Central Asian representative - a young girl who enjoys her new (slim) body. There is a product demo describing the action of the product.

As a result of Ad campaign during the first month a brand new XL-S Medical took 7th place among weight loss cures sales, 6th place among food additives sales and 1st place among all novelties of pharmaceutical market 2013 sales!

In one word XL-S Medical made a real breakthrough and made all the weight loss cures make room. And it’s just a beginning!