Ad campaign sample

	Starting information from the client side: Fall in product sales due to tasrget (age of 50-60, average and less earnings and growth of competitive activity. Object from the Client Side: To create and fullfill the realisation of brand development strategy directed at the rise of sales volume
	Strategic Plan: Brand repositioning and pack restyling. Making the target audience younger changing the target from women at the age of 55-65 with average and less earnings to women at the age of 27-38 with average and more incomes. Keeping of awareness and usage level among the “old” target audience.
	Realisation: Repositioning – «from medicine to beauty». Changes in preferences – from rational to emotional. Attractive, provoking-to-buy creative. Media Selection for 2 target audiences.

Press and TV decisions:

Insight:

«I want to be admired!»

Main ad message:

«Troxevasin is made to attract men’s eyes to your legs».

Press:

Campaign «Ring»	Campaign «Newspaper»	Campaign «Mirror»

TV commercial:

New pack creation:

Object: to create a pack that will attract the new young audience, keeping the old one!

Test Results*:

• The new pack remained recognizable for the “old” target audience.
• The new pack is more attractive for the “young” target audience.

* The testing was made by the research company «О+К».

Mediastrategy:

Results of Advertising Campaign:

Troxevasin is the market leader!

Brand awareness grew from 20 to 56 level in the new target audience.
Brand awareness grew from 12 to 67 level in the old target audience.
Usage level became 34%.*

• During the year sales volume became 40% higher.
• Troxevasin became the brand of 2006 in pharmaceutics.

* Info by RTGI 2005-2006, Comcon.