Bisolvon Case Study

July 2013

Speakers:

A View From Every Angle

Peter Birch Managing Director Mobile Embrace

Ciarán Norris Chief Digital Officer Mindshare

Sally Binfield Senior Brand Manager Consumer Health Boehringer Ingelheim

A View from Mobile Embrace: Mobile First • We see mobile as the holy grail for marketers:

Digital device with near 100%

penetration (60% smart-phone)

More than just a stand alone medium

Highly complementary to other media: TV,

Print, Outdoor and Radio

Mobile empowers traditional mediums, increasing effectiveness by:

Delivering more information

Allowing for a deeper brand dialogue

Eliciting a response

Reach 100% of consumer base 24/7

Mobile First Better targeting + richer creative for brands + better reporting = increased mobile credibility

• Need to deliver great user experience & also mobile native functionality - e.g. find

your nearest store and click to call

• Advertisers largely understand need for mobile optimised experience

• But, many marketers bolting mobile as add-on once everything else executed

• Despite capabilities , mobile not used to drive campaigns as 1st screen, housing complete comms message

• Mobile mostly being viewed in isolation – relegated as stand-alone medium

A View from Mobile Embrace:

Mobile First

• Mobile adds interactivity to traditional media – i.e text mechanic added to TVC or print

ad or a customised QR code on pack

• Easy , cost effective and instant : A device that everyone owns and knows how to use

• ‘Mobile 1st’ should be a serious consideration from the outset and not as an after-thought viewed in isolation

3 Rules; 1) Optimise mobile experience 2) Leverage traditional media 3) Exploit mobile’s unique benefits

Executive Summary Campaign Brief:

Mobile Embrace to build and execute interactive mobile campaign for Bisolvon’s 2012 campaign

Campaign Objectives:

1. High reach and frequency whilst maintaining cost effectiveness 2. Direct consumers to a digital hub where they can enter the bespoke competition 3. Provide mobile traffic in relevant environments 4. Promote Bisolvon during the Winter cold & flu season

Campaign Details:

We ran traffic across our targeted premium publisher network and channels : Recognised, targeted, safe and the right target audience Interactive mobile creative drove viewers to digital hub which was all mobile optimized We also proposed messaging solution to drive engagement

Campaign Brief: Bisolvon • Pharmacy only medicine, #1 brand Chesty

Cough

• People suffer in winter but want to get on with their lives.

• Most recommended brand by Pharmacists, yet consumer awareness relatively low

• Competition set to increase significantly

• Purchase path changing , more self selection

• Defend position in category, grow sales / market share: To 21.5% from 20.4%

• Grow awareness 8% - 9% unaided / 38%- 42% aided

Always read the label. Use only as directed.If symptoms persist, see your healthcare professional

Identifying the Marketing Challenge POE Plan, POE Exchange

POE Implementation

Measure and Learn

Co-created brief / Job to

be done

Situation Analysis

POE Plan

Consumer Understanding

Ambition, Barrier, Challenge

Media Strategy

Consumer Definition

POE Exchange

POE Delivery

Measure &

Learn

Project Share

Strategic Direction

Brand / Cultural Dynamic

DIAS Role of Channels

Original Thinking Framework:

Bisolvon

otf

Insight:

Bisolvon

Easy, Engaging, Informative:

Bisolvon

User Experience:

Bisolvon

User sees the promo on Facebook, the mobile banner advertising or the transit advertising CTA to text in “Cough” or “Mucus” to 194 888

Upon receiving a “Bisolvon” branded

message with link to m-site, user can

personalise their own get well card or choose

from pre-existing messages

The delivery method of SMS, email or Facebook is then picked and the

user fill in theirs and the recipient’s details

User sends the card, and automatically entered into the comp if leaving the check box ticked – ensuring users’

details captured to contact them if they win a prize, measure

responsiveness to the promotion and map out when people have engaged

with the brand

Bisolvon

Results: Bisolvon

Dwell time(s), impressions, competition entries, social media numbers and clicks all helped deliver insight

Market share = 22.6% (IMS, cough category, Dec 2012)

Bisolvon achieved highest sales growth

Awareness unaided =10%, aided = 55%

Mobile Awards 2012 winner

Get buy in from Senior Management: Bisolvon

• Demonstrate challenges faced by the brand and the need to achieve overall objectives

• Be aware of the target audience and their behaviour to determine best strategy for brand interaction

• Acknowledge what is working – keep doing that – and look at how that can be optimised/built on with other activities. These could relate to in-store activities just as much as digital

• Know your regulatory framework well (i.e. ad guidelines) and assess risk, ensuring everyone on ‘team’ does - particular externally. Be proactive with colleagues (regulatory team) and gain their support early on by taking the time to explain the project and sharing information

• Be transparent - agree that it is a ‘test’/ no one is an ‘expert’ and embrace opportunity for engagement. Budget should reflect this and ensure you complete post activity review and recommendations

• Help create environment that considers new ideas and help other team members ‘stay in touch’ by sharing articles / case studies

Bisolvon Case Study

July 2013