WINNER
Title: E45 scratch cards
Media Agency: OMD UK
Media Director: Paul Taylor
Media Manager: David Trovell
Client: Crookes Healthcare
Brand/Product: E45
Marketing Director: Neil Lawrence
Media/Brand Manager: Helen Williams
E45 SCRATCH CARDS
E45 has been established as a cream for dry skin for more than 40 years.
In October 1999, a new brand extension, E45 Itch Relief Cream, was launched into a crowded marketplace.
A limited budget was focused on media activity that would build awareness among pharmacists, and give the pharmacists a clear reason to recommend the cream to customers.
OMD devised a media strategy that used interactivity to enable the brand to stand-out from the competition. And how better to interact with a message about an itch relief potion than to scratch it?
Scratch card ads were bound into key magazines targeting pharmacists, and additional cards were displayed on pharmacy counters. As a result, sales rose to 25 per cent more than the financial target.
