Our objective was to be there for them right at the time they missed the benefit the product stands for. For that we used an unexplored and unexpected media area, that fits exactly to the product.Inside websites, as soon as we clicked on the link to get a new password, it took us to a second screen where the procedure to recover the password starts, and there was the place of the communication.

Over 85% of people who forgot their passwords, clicked on the banner which led them to the Pharmaton website. That attitude shows that the target really wanted to know more about the product. This achieved the awareness objective.