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2019 FINALIST PHARMA RUSSIA
Advertising with anti-stress effect
RAN IN: Russia
Audience: Adult working parents, first of all mothers feeling accumulated stress symptoms – irritation, fatigue, sleep problems. They take sedative drugs. Parents of children of 3-9 years of age – schoolchildren of earlier grades feeling anxiety, nervousness, agitation and other stress symptoms adapting to new conditions. Pregnant women in trimesters 1-2, as well as women planning to get pregnant in the near future and not refusing to take vitamin-mineral complexes. First time pregnant women with a positive perception of this period, carefully complying with the medical advice.
Objectives: The business KPI is the share in the market of anti-stress drugs in volume and value, the brand growth vs. the market. The communication KPI is the result of quantitative tests of creative materials confirming that the target audience perceives the differences between Magne B6 and sedative drugs “without translation”. We did not include the brand image indicators in the KPIs, because in 2018, Sanofi started to use a new brand monitoring method and, as a result, we could not measure the trends.
Language: English, Russian