Aspirin: RELIEF TOKEN

Credits & Description:

Category: Fast Moving Consumer Goods
Advertiser: BAYER VITAL
Product/Service: ASPIRIN
Agency: BBDO GERMANY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 24 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Junior Art Director: Fabian Pensel (BBDO Proximity)
Junior Copywriter: Ramón Scheffer (BBDO Proximity)
Account Executive: Cécile Maasch (BBDO Proximity)
Art Buyer: Joana Uhlaczky (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Agency Producer: Mathias Schöpflin
Media placement: Ambient - Kaiser's, Königsallee 60c-F, Düsseldorf - 24.01.2011
Insights, Strategy & the Idea
Objective:
Bayers Aspirin needed more awareness for their product: "Aspirin Direkt" - a painkiller that gives instant relief from headaches.
Target audience:
The benefit of Aspirin is usually a well known fact amongst the customers. But it is not necessarily present all the time. So the goal was to remind people in shopping malls that Aspirin is still and always will be the perfect solution for headaches - right before they start shopping.
Unique insight:
Aspirin works directly, promptly and effectively.
Relevance:
This insight is relevant to both, the client and the target audience because it points out Aspirin Direkt as a fast-acting painkiller.
Creative Execution
Creative strategic solution:
To show the benefit of Aspirin Direkt in an easy and clear way, we used an item that is strongly connected to the subject of shopping - the shopping cart.
The plastic chip that Europeans often use instead of the one Euro coin deposit for shopping carts, was redesigned to look like an Aspirin, and handed out in shopping malls.
To drive the message home, a custom made ambient advertising on the coin deposit showed every customer how Aspirin works: directly, promptly, and effectively.
Channel:
Ambient advertising on the coin deposit is the perfect solution to raise attention for the product at the right moment. It tells the message right before the customers start shopping.
Results and Effectiveness
Result:
This ambient communication raised a lot of attention around the customers in the shopping mall. The benefit of the product was strongly connected to the advertising, for this reason it achieved the goal of raising more awareness for Aspirin Direkt.