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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 1
+28% sales growth achieved on less than 1% category
spend
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
The combination of :
new consumer insight differentiated brand
proposition bold but cost effective
creative
turned flat year on year salesperformance to +28% sales
growth injust 2 months
HOW ?
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
• Dextro : an energy tablet that has been traditionally used by diabetics since the 1970s
• To achieve profit in 2008 Ceuta Heathcare (distributor) needed to find ways to increase interest and sales beyond the traditional
• To deliver this increase in brand sales, new audiences were identified and convinced to purchase. This meant
taking Dextro into the incredibly competitive energy supplements and drinks category .... all with a communications budget equivalent to just 1% of the sector spend ...
BACKGROUND
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
Key learnings from concept research :
• Dextro brand awareness was very low
• Consumers were motivated by natural sources of energy
• Research including TGI enabled us to define the target audience as
energy drink users
for increased brand awareness and usage growth
DISCOVERY
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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
Fact : 60% of Britons would rather die early than take any form of exercise (BHF 2007)
Insight : we are a nation of armchair athletes who like to take shortcuts – men who love sport but don’t play it, busy mums who are too worn out to exercise, tired office workers with the unused gym membership and exhausted commuters whose journeys are enough exercise for one week
DISCOVERY
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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
• We recommended a broader positioning for the brand :
a natural source of energy that could be used by anybodyto help them through the day
A QUICK AND EASY ENERGY FIX FOR ALL
• But Dextro needed to make in roads in a highly competitive energy drinks market on a limited budget
IDENTIFICATION
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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
Campaign proposition :
Life’s Hard
C H E A T
THE IDEA
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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
CONSTRUCTION
• Campaign timed to coincide with Beijing Olympics capitalising on legion of armchair athletes relying on papers and the web to provide their updates.
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large audiences targeted at low cost
large audiences targeted at low cost
heavy weight activity to cut
through
heavy weight activity to cut
through
popular press and online core mediapopular press and online core media
multiple executions developed to prevent
wear out
multiple executions developed to prevent
wear out
impactful fractional space, highly visual, clearly branded, simple
message
impactful fractional space, highly visual, clearly branded, simple
message
provided relevant creative for target and positioning environment
provided relevant creative for target and positioning environment
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
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CONSTRUCTION
Microsite created brainbodyboost.co.uk
Flex booking delivered fantastic relevant
positions
providing extra oomph ... at no extra cost
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
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EXECUTION
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
EXECUTION• + 28% sales growth
• Double any previous ROI achieved
• Sales recorded were highest on record
• Won the SmART award for Effective Marketing on a Small Budget
• Nominated at the OTC awards
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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
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What do we do?
Brand strategy and campaign
development. A bespoke creative
agency mixing market analysis
with lateral thinking.
Specialist in premium &
challenger brands, especially in
alcohol & travel.