The Story:

Omega Pharma were looking to launch the  BronchoStop herbal medicine brand into the UK market. They had stiff competition and were keen to establish themselves as the ‘go-to-brand’ for families throughout the Christmas/winter season. However, the UK over-the-counter medicinal industry was an already  saturated, busy and competitive marketplace and BronchoStop was looking to generate share of voice and market share.

It was vital that we delivered fantastic ROI for the brand, and our campaign objectives were to:

• Build brand equity & awareness.

• Drive penetration into the brand.

• Educate shoppers on the efficacy of pastilles.

• Encourage a cross purchase of both liquid & pastille products from the brand.

The Strategy:

MAG had to strategise a blend of media, which was going to deliver ‘cut-through’ for this new-to-market brand, on a limited budget. 

At the time of BronchoStop’s arrival in the UK, awareness of the product was at an all-time low. MAG and BronchoStop therefore ran a national campaign, split out regionally to key UK cities, allowing it to:

• Increase consumer awareness.

• Encourage consideration.

• Drive footfall to store. 

We used a mixture of proximity and brand fame generating formats, with an ‘always on’ approach throughout the campaign. 

We linked to data feeds, enabling a trigger that increased opportunities to see the campaign creative during periods of cold or wet weather. Dynamic copy was used, which spoke to the audience in each city and shopping location, aimed to initiate a response from their audience based on the positive brand affiliation.

Using a vibrant, colourful, simple and contextually relevant creative, we were able to both harness on the traditional strengths and benefits of the OOH channel, whilst also taking advantage of its newer digital platform to add layers of localised consumer messaging.