Feature

Campaign Media Awards 2007: Campaign Gold Award - Media Campaign of the Year

WINNER
Title: Flora Pro.Activ - Test The Nation
Media agency: MindShare
Media director: Mike Mulholland
Media planner: Adam Smith
Creative agency: Bartle Bogle Hegarty
Creative director: n/s
Account planner: n/s
Art director: n/s
Client: Unilever
Brand: Flora Pro.Activ
Marketing director: Paul Nevett
Media brand manager: Sarah Wilcher

Heart disease is Britain's biggest killer, but there is relatively low awareness of the problem of raised cholesterol in this country. Flora Pro.Activ can help reduce cholesterol levels, but without an understanding of the issues, the relevance of the product is lost. The answer was to get out on the streets to change a nation's behaviour, with a mass screening programme to test cholesterol levels and blood pressure.Starting with a white paper, fronted by the charity Heart UK to lend credibility, Flora Pro.Activ embarked on a four-month campaign. It took in activity including the high-profile sponsorship of GMTV's Healthy Heart Week, to boost brand awareness; national television and press ads; 519 insertions in 91 local titles; ads in 447 GP surgeries; direct marketing; point-of-sales materials; and online marketing. The finale of the campaign coincided with World Heart Day, used to announce the state of the nation's hearts and cement Flora Pro.Activ's credentials. The results were that Flora Pro.Activ undertook the biggest public heart screening to date, with 73,000 consumers tested over the four months, at 150 locations. A million people received mini-drink samples and more than 340,000 visited the website. According to AC Nielsen analytics, there was a massive 32 per cent rise in sales of Flora Pro.Activ, and it has created a long-term credible point of difference for the brand.