CAMPAIGN MEDIA AWARDS 2000: THE UNITED BUSINESS MEDIA AWARD - Best Use of Business Magazines - Winner: E45 scratch cards



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 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.


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