EFFIE AWARDS BRIEF OF EFFECTIVENESS Breathe Right: âBack in ...
EFFIE AWARDS BRIEF OF EFFECTIVENESS
Breathe Right: “Back in the Sack” Brand Name: Breathe Right Product Type or Description: Nasal Strips Category for this Entry: Health Aids/Over-the-counter Products Campaign Title: “Back in the Sack” Agency: Olson & Company Advertising Client: CNS, Inc. Marketing Challenge When consumers or their family members suffer from nasal congestion and need relief, they don’t experiment – they buy products they know and trust. Breathe Right nasal strips are not typically one of them. And, if you ask consumers about the Breathe Right brand, they believe the strips are for “professional football players.” Few consider it a viable alternative to well known brands like Claritin, Vicks or Benadryl. However, consumers who actually try Breathe Right strips feel instant relief and become believers. In fact, consumers who get a strip applied to their nose are seven times more likely to purchase (Source: New York City Marathon, Purchase Impact Study, March 2003). If we could get people to try, we could get them to buy. Our challenge was to convince consumers searching for immediate relief from nasal congestion to try Breathe Right nasal strips. Campaign Objectives Our objective was to generate trial by getting Breathe right nasal strips on more people’s noses. • •
Objective #1 – Double the response rate of .9% average from past sampling initiatives to 1.8% Objective #2 – Increase sales by 8%+ compared to the same time period the previous year.
Target Audience Breathe Right nasal strips sit on the shelf next to brands that collectively spend hundreds of millions of dollars annually convincing consumers they can relieve congestions. (Source: Nielsen AdViews). Since we had less than a million dollars for our initiative, we realized we needed a different approach.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
We identified a segment of congestions sufferers that our competition couldn’t connect with – snorers. While Breathe Right nasal strips relieve the congestions related to colds and allergies, they can also reduce – or even eliminate snoring, a claim the competitor’s couldn’t make. Since over half of all U.S. households have a problem snorer, we were assured a large, but focused target audience. Based on past research, we knew that after trying the product themselves and getting relief, consumes would consider trying it for other congestions symptoms. Creative Strategy The Breathe Right brand receives hundreds of testimonials each year from brand enthusiasts. A review of those testimonials submitted from consumers who were snorers or suffered as a result of their partner’s snoring, revealed that the strips not only relieved the snoring, but saved their relationships too. “Thank you, thank you, thank you!!! After listening to my husband snore for 20 years, I decided to try your Breathe Right nasal strips. Wow! What a difference! For the first time, I’m finally getting a good night’s sleep. Your package could say ‘Eliminates Snoring’ – not “Reduces Snoring.’ I’m one happy woman. Thank again!” - Dongene T., Pennsylvania Our creative strategy was to focus on the emotional benefit and end result of relieving snoring; getting couples back in the sack – together. Media Strategy Timing is everything. For our message to resonate, we needed to connect at the moments our audience was most likely to have just suffered a snoring-related “incident.” The foundation of the media plan was Direct Response TV, including overnight and early morning dayparts. Next, we found popular radio station AM Drive personalities who suffer from snoring and gave them Breathe Right strips to use. The strip’s success led them to talk about the product the next morning, while on-air. For many listeners; these endorsements are just as good as a tip from a trusted friend. And finally, knowing that people “shop” the Sunday newspaper, particularly the coupon inserts, we ran a prominent 4C front page ad on the SmartSource coupon inserts to drive consideration and purchase during upcoming trips to the pharmacy or grocery store. During an eight-week cycle, every part of the mix played a critical role in disseminating information and getting product into the hands of consumers. From there we knew the strip would sell itself. Media • • • • • •
Television Radio Newspaper Direct Mail Public Relations Interactive/Online
Total Media Expenditures: •
Under $500 thousand
Other Communications Programs Knowing that people were skeptics until they actually tried the product, we had to make it easy for them to get the strips in their hands, while also educating them on how the strips worked. We created a sampling program via a dedicated web site (GetBackInTheSack.com) where consumers registered for a free six-night sample pack and could learn more about the Breathe Right brand by: EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
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Snore-o-grams – an email that allowed consumers to send a serious message to a loved on in a lighthearted manner. Education – an interactive demonstration of how the strips actually work – lending credibility to product efficacy Testimonials – first hand accounts from other couples who have experience success with this product.
The sample pack itself added another opportunity to educate consumers. There were six strips included, because it can take up to six nights for the body to retain itself to breathe differently and to stop snoring. So while people were eliminating their snoring, they were also forming a nightly habit of using the strip. Evidence of Results Our objective was to get Breathe Right nasal strips on more people’s noses. Objective #1 – Double the response rate of.9% from past sampling initiatives to 1.8%. • The campaign produced astronomical results with a 9.12% response rate – a 1,103% increase from the average historical response rate.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Objective #2 – Increase sales by 8% compared to the same time period the previous year. • Sales increased by 17% during the campaign – over 112% higher than our goal.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Breathe Right: “Back in the Sack” Brand Name: Breathe Right Product Type or Description: Nasal Strips Category for this Entry: Health Aids/Over-the-counter Products Campaign Title: “Back in the Sack” Agency: Olson & Company Advertising Client: CNS, Inc. Marketing Challenge When consumers or their family members suffer from nasal congestion and need relief, they don’t experiment – they buy products they know and trust. Breathe Right nasal strips are not typically one of them. And, if you ask consumers about the Breathe Right brand, they believe the strips are for “professional football players.” Few consider it a viable alternative to well known brands like Claritin, Vicks or Benadryl. However, consumers who actually try Breathe Right strips feel instant relief and become believers. In fact, consumers who get a strip applied to their nose are seven times more likely to purchase (Source: New York City Marathon, Purchase Impact Study, March 2003). If we could get people to try, we could get them to buy. Our challenge was to convince consumers searching for immediate relief from nasal congestion to try Breathe Right nasal strips. Campaign Objectives Our objective was to generate trial by getting Breathe right nasal strips on more people’s noses. • •
Objective #1 – Double the response rate of .9% average from past sampling initiatives to 1.8% Objective #2 – Increase sales by 8%+ compared to the same time period the previous year.
Target Audience Breathe Right nasal strips sit on the shelf next to brands that collectively spend hundreds of millions of dollars annually convincing consumers they can relieve congestions. (Source: Nielsen AdViews). Since we had less than a million dollars for our initiative, we realized we needed a different approach.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
We identified a segment of congestions sufferers that our competition couldn’t connect with – snorers. While Breathe Right nasal strips relieve the congestions related to colds and allergies, they can also reduce – or even eliminate snoring, a claim the competitor’s couldn’t make. Since over half of all U.S. households have a problem snorer, we were assured a large, but focused target audience. Based on past research, we knew that after trying the product themselves and getting relief, consumes would consider trying it for other congestions symptoms. Creative Strategy The Breathe Right brand receives hundreds of testimonials each year from brand enthusiasts. A review of those testimonials submitted from consumers who were snorers or suffered as a result of their partner’s snoring, revealed that the strips not only relieved the snoring, but saved their relationships too. “Thank you, thank you, thank you!!! After listening to my husband snore for 20 years, I decided to try your Breathe Right nasal strips. Wow! What a difference! For the first time, I’m finally getting a good night’s sleep. Your package could say ‘Eliminates Snoring’ – not “Reduces Snoring.’ I’m one happy woman. Thank again!” - Dongene T., Pennsylvania Our creative strategy was to focus on the emotional benefit and end result of relieving snoring; getting couples back in the sack – together. Media Strategy Timing is everything. For our message to resonate, we needed to connect at the moments our audience was most likely to have just suffered a snoring-related “incident.” The foundation of the media plan was Direct Response TV, including overnight and early morning dayparts. Next, we found popular radio station AM Drive personalities who suffer from snoring and gave them Breathe Right strips to use. The strip’s success led them to talk about the product the next morning, while on-air. For many listeners; these endorsements are just as good as a tip from a trusted friend. And finally, knowing that people “shop” the Sunday newspaper, particularly the coupon inserts, we ran a prominent 4C front page ad on the SmartSource coupon inserts to drive consideration and purchase during upcoming trips to the pharmacy or grocery store. During an eight-week cycle, every part of the mix played a critical role in disseminating information and getting product into the hands of consumers. From there we knew the strip would sell itself. Media • • • • • •
Television Radio Newspaper Direct Mail Public Relations Interactive/Online
Total Media Expenditures: •
Under $500 thousand
Other Communications Programs Knowing that people were skeptics until they actually tried the product, we had to make it easy for them to get the strips in their hands, while also educating them on how the strips worked. We created a sampling program via a dedicated web site (GetBackInTheSack.com) where consumers registered for a free six-night sample pack and could learn more about the Breathe Right brand by: EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
-
Snore-o-grams – an email that allowed consumers to send a serious message to a loved on in a lighthearted manner. Education – an interactive demonstration of how the strips actually work – lending credibility to product efficacy Testimonials – first hand accounts from other couples who have experience success with this product.
The sample pack itself added another opportunity to educate consumers. There were six strips included, because it can take up to six nights for the body to retain itself to breathe differently and to stop snoring. So while people were eliminating their snoring, they were also forming a nightly habit of using the strip. Evidence of Results Our objective was to get Breathe Right nasal strips on more people’s noses. Objective #1 – Double the response rate of.9% from past sampling initiatives to 1.8%. • The campaign produced astronomical results with a 9.12% response rate – a 1,103% increase from the average historical response rate.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Objective #2 – Increase sales by 8% compared to the same time period the previous year. • Sales increased by 17% during the campaign – over 112% higher than our goal.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
