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We were very excited to test these new creative concepts suggested by MindShare and the results are highly satisfactory.

Martin Leijongard, Nordic Product Manager, Galderma Nordic

Destination

• Objective: Launch Basiron, an OTC treatment against acne on the Swedish market that had existed in pharmacies for some time but with minor marketing activity.

• Barriers: Target group, 15-20 year olds, are experiencing ad fatigue, the product is far from sexy and there is some ignorance concerning the benefit of a medical treatment (the target thinks that soap or household remedies will do the trick).

• Challenge: Raise awareness of Basiron and increase sales.

Platform 

By using well-targeted, humorous, innovative and partly viral digital solutions we invited the target group to interact with the Basiron brand. TV and cinema added reach.

Design and Delivery

The digital part of the campaign was twofold:

• A competition on Sweden's biggest youth community, Lunarstorm. The competition name was Finnkampen (a pun referring both to a popular athletics championship between Sweden and Finland as well as "the struggle against acne"). You could challenge your friends to exterminate pimples at the highest speed. The campaign site also held "truths and myths about acne" info.

• An expandable MSN Messenger video banner at mouse-over (a Sweden media first).

 
Evaluation 

• The interaction rate for the Messenger banner was 86%. Ad click frequency was 228% better than average.

• The competition was well above Lunarstorm average with 130,000 games started. Ad click frequency was 233% better than average.

• 77% observation in cinemas. 86% of visitors thought the message was very clear.

• 326% increase in sales. Pharmacies run out of Basiron in just a few days.

• Positive PR for client and MindShare