Glaxosmithkline (GSK): THE RED-THREAT-BOOK

Credits & Description:

Category: Books

Advertiser: GLAXOSMITHKLINE

Product/Service: DIETARY SUPPLEMENT

Agency: OGILVY & MATHER ADVERTISING

Date of First Appearance: Jan 17 2011

Entrant Company: OGILVY & MATHER ADVERTISING, Düsseldorf, GERMANY

Chief Creative Director: Rainer Maass (Ogilvy & Mather Advertising)

Executive Creative Director: Rob Bruenig (Ogilvy & Mather Advertising)

Art Director: Sandra Prescher (Ogilvy & Mather Advertising)

Copywriter: Katharina Kiklas (Ogilvy & Mather Advertising)

Copywriter: Markus Bredenbals (Ogilvy & Mather Advertising)

Account Executive: Bernd Boehnke (Ogilvy & Mather Advertising)

Manufacturer: Eleonore Boppert

Executive Producer: Carol Redfield (Ogilvy & Mather Advertising)

Production Manager: Markus Jaeger (Ogilvy & Mather Advertising)

Media placement: book - University of Muenster - 17 January 2011



Describe the brief from the client

Within the scope of an Abtei communication offensive, the task was to make the brand more accessible for a younger target group.



Describe the challenges and key objectives

Students seemed a target group worthy to be conquered, because of their high pressure to perform.



Describe how you arrived at the final design

We created a book of presentation guidelines for students which translates the idea of the "red thread" one-to-one; the book's contents are stitched with a single red thread. In addition to the 10 tips for a successful presentation, the brand lends its own weight: Abtei Ginkgo Plus - a dietary supplement which strengthens memory and concentration.



Give some indication of how successful the outcome was in the market

The book was displayed at universities during their exam periods. Shortly after the campaign was started, sales rose by about 48%.