Campaign Media Awards 2006: Best Fashion, Beauty and Healthcare Campaign

Title: Berocca & Sudoku Partnership - Staying Sharp
Media agency: PHD
Media director: Catherine Schrier
Account director/media planner: Marek Mossakowski
Creative agency: JWT
Creative director: Chips Hardy
Account director: Katie Johnston
Account planner: Olivia Heywood
Client: Bayer
Brand/product: Berocca
Marketing director: Ashley Knight
Media/brand manager: Ian Roxburgh

In a crowded market, Berocca decided to become the unofficial sponsor of Sudoku to help it stand out from the crowd and promote its role in maintaining mental, as well as physical, sharpness. The campaign included advertising in the Sudoku and puzzle pages of the major national newspapers and sampling activity in railway stations, to try to reach prospective customers on their commute. TNS data revealed the Sudoku sponsorship activity achieved a jump in recognition from 0 per cent to 16 per cent, while Boots EPOS sales data revealed a 153 per cent sales uplift in regions where the sampling activity took place.