BACKGROUND

The Spanish Legislation does not allow:

- To film the advertisement in a pharmacy.

- To use a health professional in the advertisement.

- Neither you can use famous people like artists, …

- The comparison with other products. So you cannot use sentences like the best…, better than, nothing is more effective….

- To claim that a product does not have adverse events or that the product is safe.

- To specify what the product does not contain, i.e. The product is sugar free

- To communicate promotions in an advertisement.

- To highlight an ingredient or an action. The claims must talk about all ingredients or all actions.

You are not able to say some things like:

- My product is similar to natural products or cosmetics or food supplements….

- My product has been approved by the Health Authorities.

- “If you use the product, you will have better sport results”

Frenadol Complex is the leader in the Cold and Flu Market. It has been in Spanish homes for more than 30 years with no changes during this period (lack of new news)

Our challenge was to bring innovation to the cold and flu market taking into account that Spanish legal regulation in the OTC category is very restricted and TV investment seems to be the only channel to be considered.

In the pharmaceutical sector, a very traditional one in Spain, all the brands built their communication around the same message: Maximum efficacy. So, the innovation was not in the message. It should be how the brand creates a new content to spread it across new channels.

• Renew brand image to approach the brand to young consumers. Although Frenadol had always a close, young and humorous tone, in last years has lost relevance among young target, caused by the only appearance in TV and with a traditional TV commercial.

• To have a more diverse communication plan being less dependent on the TV activity. Increase Frenadol's digital presence.

The plan was implemented in Spain from December ’13 to 1st February ’14.

Once we had the app and the website ready, we tried to push “Coldizer app” as far as we can, so we decided to split the plan into three big moments:

- To expand “Coldizer campaign” among off line/ online key opinion leaders through a creative mailing called Bad Plan (PR activity). The idea was to have a big impact in this target to achieve that Coldizer was mentioned in their programs/ magazines/ websites.

- On the second big moment, we had a big activity in Spotify, where we did two different online radio ads supported by a conventional banner.

- Last but not the least, we pushed Coldizer through social ads and mobile display campaign.

RESULTS

PR RESULTS

Source: Hill & Knowlton

Impacts: 30

Audience: 7,151,608

Media value: 150,480 euros

APP KPI’s

Source: Google Analitycs, Google Play & Apple Store

• Active Users: 52,908 ? 130% over target

• Downloads: 52,492? 128% over target

• Average App uses: 1.8? 180% over target

• Share in Social Networks? 1,030 times

• Average Time on app ? 2 min 05 seg

WEBSITE KPI’S

Source: Google Analitycs

Visits: 37,100

High quality of visits/sessions

Average Time on Site - Microsite: 1 min 24 sec.

Returning users: 44%

VIDEO VIEWS

Source: Xiti/ AT Internet.

126.291 views

69.640 views were 100% completed

3362 people were replays

SOCIAL NOISE

Source: Synthesio

• Catarrator made a lot of noise in social networks: 687 verbatims talking about it (90% in Twitter).

• It has managed to catch consumers´ attention. They talk about it with a sense of humor

Insight & Idea

Frenadol is a medicine that finishes with cold symptoms. But it also finishes with the best excuse to get rid of compromises and obligations. We could apologize, but instead we have created “Coldizer” (Catarrator in Spanish), the first app for phones that simulates a cold thanks to a new technology that congests the voice, coughs and sneezes for you.

The plan

To create a successful plan we had to reach two different audiences: young consumer and key opinion leaders for these people (media)

- Create the app & the website

- Create a video to launch it.

- PR Activation

- Mobile banners

- Social Ads campaign

- Online radio ads (Spotify)

- Losing relevance in the young target

Frenadol Complex is the no.1 brand in the over the counter market. It has half of the market in terms of sales. It has the highest top of mind among adults +35, but it has a decreasing trend in consideration among youth.

- Invisible Investment

The C&F market is changing a lot. Each winter new competitors are appearing in the market arena which are stealing Frenadol share of voice in TV and also share of market.

- Lack of differentiation

All key players are playing the same match: the efficacy, in the same channel: the TV.