Proposal_ Buscopan PR Campaign

8/13/2019 Proposal_ Buscopan PR Campaign

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BUSCOPAN PR campaign Romania

Action Romania

March 2008


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Buscopan: Number 1 worldwide medicine against abdominal pain caused bythe stress of modern life Premium price, top quality, for 50 years on the market, highly successful

In Romania, it has been sold as a prescription medicine since 2004, this year it has shifted to OTC

Awareness at the level of pharmacists and doctors is relatively high,consumer awareness is very low

Background:


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Background:

In an informal mystery shopper tour of pharmacies,it was revealed that pharmacists indeed know theproduct but:

Most of them were not aware that the product isalready available without prescription

They say there have been very few prescriptions

for Buscopan in recent years, therefore theirconclusion was that doctors are not aware or infavor of it

People dont know the product, they could buyit only if we recommend it


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Educate key media in relation to the benefits of Buscopan

Strengthen brand awareness in the mind of end-consumersand communicate product qualities

Inform the KOLs (the pharmacists) about the products

status change (BUSCOPAN is now being re-launched as anOTC medicine and can be recommended withoutprescription)

Prepare the ground for future communication, in aconsistent manner that will ultimately help boost sales

Communication objectives:


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Proposed key messages to be further refined

BUSCOPAN improves the quality of modern life For an active, modern woman, always in action,

BUSCOPAN is an ally for a busy, stressful lifestyle Based on a plant extract, BUSCOPAN is the efficient

remedy against abdominal pain and digestive discomfort

Buscopan is the No.1 remedy worldwide againstabdominal pain

These key messages will be communicated constantly throughall tools, to lead to increased brand awareness

Key Messages


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Proposed strategy:

Given the above elements, Action PR recommends a cost effective, ongoing PR campaign(April-December and beyond), to raise awareness of BUSCOPAN, through three key sets oftools:

Media relations, focusing on consumer and lifestyle media, as well as general media

Consumer PR, through online communication, PR stunts or events focusing directlyon consumers, sponsorship opportunity

B2B activities, targeting mainly pharmacists (KOL program)

The three main directions should alternate, being very impactful in different ways. Whenever possible, any other tool or event to be communicated through media relations,for an increased impact.

This mix of activities will provide an effective feedback with regards to which tool would bethe most effective and which should be used more often going forward

Given the very aggressive ongoing campaign (mainly ATL) run by No-Spa, this mix shouldbe intense, creative and different for strong results


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PR Blitz: Step 1 The teasing

A book with traditional recipes will be delivered to the targeted journalists (e.g. traditional Easterrecipes; heavy, greasy courses, etc)

After two days, the journalists will receive an anonymous kit with traditional remedies for stomach acheand an explicative letter written in a humoristic manner. The identity of the sender will remainunknown.


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PR Blitz: Step 2 News-desk visits

An Action PR representative will visit the main

editorial rooms where the teaser has been sent.

A small gift containing the product, the pressrelease and an incentive will be delivered andthe identity of the sender of the teasers will be

revealed

The impact is high and the message can reachnot only the targeted journalists, but also all thepeople present in the editorial room at the time.


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Option 2 Direct mailing campaign, as an alternative to the PRBlitz

A direct mailing is an alternative method to deliver the message

The product together with the press release and a small incentive in anspecial package will be delivered by a messenger to the journalist thatreceived the first two teasers

Advantages: smaller costs

Disadvantages: the message is noticed by less people and the impact insmaller than when you deliver it personally and have the chance to talkwith the journalists and explain what is the novelty and why it must becommunicated.


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Media competitions

In the summer period, we propose a campaign of advertorialswith a contest, in 3 large audience magazines, in order to coverthe lifestyle magazines audience

The advertorial should have a nonconformist format, and bewritten in an amusing style (Brigit Jones diary type for example)

To be sure that the advertorial is read and the messagetransmitted, it should contain a contest of stories sent by thereaders with the same theme as the one covered by theadvertorial text. Also, the prize should be related to the theme,not necessarily something expensive, but effective.

Proposed publication: Cosmopolitan, Avantaje and Prevention


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Ongoing media relations support

An ongoing media relations campaign, started with the PR Blitz, will reinforce the message Media relations will be conducted as a reinforcement for the ATL campaign as well as an independent tool to strengthen the brand

Examples of media relations tools:

Press trip In order to underline the unique way that Buscopan is produced, werecommend inviting a key journalist to a production unit, to see and learn everything about it

Press releases Announcing the start of the ATL campaign, in media and marketing columns and

publications

Interviews Mainly in daily and business media, with the product manager, on how importantRomania is as a market for Buscopan etc. By communicating the targets and commitment to themarket, we communicate the brand in an indirect manner

Features Modern life trends on how to fight stress and food disorder, in which BIrepresentative is quoted as an expert (E.g. Buscopan Product Manager)

Press officefunction As the informative campaign advances, there will be media enquiries to be responded. ActionPR will collect questions and draft answers


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II. Consumer PROnline campaign

Starting with May we propose to start a campaign of posts on the specializedforums and chatrooms, to spread the word on Buscopan

This is a very effective tool, particularly since the target audience is Internetfrequent user

We propose this timing in order to correlate it with the first informationabout the product that will appear as a result of the PR blitz unrolled in

April The campaign should go on for an indefinite period; the discussion on these

forums should be monitored all the time and comments posted frequently inorder to rise the products awareness.

Target: young, well informed people who use mainly the internet as a way ofinformation


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II. Consumer PROnline campaign partnership with womens portal

Since Internet is gaining ground by the day, the webcommunity for women is more powerful every day

We suggest a partnership with a womens portal for apackage of benefits that will contribute to an increasedawareness, including a column signed by Buscopan productmanager, which will present and launch for debate digestiveproblems, stress-caused discomfort etc.

We recommend FEMINIS.ro, a relatively new portal,developed by the same team that launched the first womenportal, the very successful Eva.ro.

The package could contain a by-lined column, acompetition and a banne, with long term visibility


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II. Consumer PRSponsorship support

To make Buscopan brand increase coolness, we recommend an association with a

really cool brand, highly appreciated by the target group

Razvan Mazilu, one of the most successful entertainers, prepares a new show that willsurely become a hit

Due to RMs reputation, the show will benefit from strong media partnerships, that willalso include partners logos

The show will premiere in the autumn, with a strong promotion campaign startingSeptember (shows poster, including partners logo, published heavily in media)

The timing is great, a decision needs to be made soon, as other companies in the sectorhave expressed strong interest

R zvan Mazilu nseamn s li pline i un public copleit la finalul fiec rui spectacolRomnia Liber ...un geniu n dans, un artist complet, o persoan de impecabil calitate uman Ziarul Financiar/ Ziarul

de Duminic ...un 'brand' cu succes garantat Radio Romnia


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II. Consumer PRSponsorship support

We recommend the main key message to be communicated through the sponsorship opportunity to

be Buscopan worldwide leadership in its sector (the principle being leaders associate) The presence of the logo on the poster (hence media) and show leaflet will encourage spectators to

look for further information on Buscopan

We could negotiate a package of benefits for BI

This sponsorship opportunity can bring many benefits including:

Brand awareness and improved perception (it can be extended to both BI and Buscopan)

Visibility in media through media partnerships, that will complement the ATL campaign,therefore reaching more people with an effective cost

Reaching potential target audience directly

An especially written teasing leaflet with key information on Buscopan could be offered to thespectators, in the lobby of the theatre


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Be aware, be comfortable! Consumer awareness campaign

An activity with direct impact on the target group can be organised around Easter, through aBuscopan mini-caravan in selected gyms or/ and beaty salons in Bucharest, as a pilot phase

Objective: increase brand awareness and encourage representatives of the target group to startusing Buscopan

Mechanics: a Buscopan representative wearing green and yellow T-shirt will visit gyms andbeauty salons (the selected venues will be contacted in advance to make sure they are willing to

help) The clients will be offered yellow and green balloons and will be given an informative letter,

written in a tailored manner and describing briefly the Buscopan advantages, as a reliable allyfor Easter

The selected gyms can be offered some Buscopan pills, for their first-aid kit, or a mini first-aidkit from Boehringer, including Buscopan


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The launch of an interactive site where consumers can readthe latest news from the medical area, but also lifestylenovelties, and where they can ask for advice from a medicalauthority can be an effective PR tool.

A lot of information can be spread to the large public andthe consumers reaction face the product can also be easilyevaluate it.

The launching of the site will be communicated through apress release. It can be also briefly announced at the end ofthe advertising TV spot or on the product package.

The launch of www.buscopan.ro


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III. KOL CampaignHealth Conference

Considering that the KOLs (Key Opinion Leaders) are very

important in the increasing brand awareness of Buscopan, werecommend a health conference to be organized in partnershipwith a highly recognized KOL, dr. Oana Cuzino, editorialdirector of a large audience magazine Ce se intampla, doctore?-and also the hostess of a TV show with the same name on PRO

TV.

The conference will be unrolled under the umbrella of the theme"Help yourself guidelines for strong independent women


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III. KOL CampaignHealth Conference

The conferences agenda will contain speeches of specialists in domain ofinterest for an active women and activities to illustrate ways that modern,active women can use to face the stress of the daily life (workshops ofpersonal development and personal care - nutrition, gynecology, sport, yoga)

Timing: The third week of May

Speakers: dr. Oana Cuzino, as host, and specialists in each domain from theconferences agenda

The audience will be formed by important VIPs women and readers of CSD?Magazine. Special invitation to attend the conference will be sent topharmacists representatives in order to reach also to this important target forthe dissemination of information to the final consumer.


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IV. Insert of product sample in a lifestyle&medical magazine Ce se intampla, doctore?

Information about the health conference will appear in June's issue of the magazine. The message sent by the health conference can be reinforced by inserting sample of the product in

the magazine package.

This way, the consumers will have the opportunity to test the product and discover its qualities.

If, for any legal or practical restrictions, the medicine cannot be distributed via the magazine, werecommend another type of insert, such as a Holiday Calendar to be inserted in the magazine, as acreative means to inform women that they should have Buscopan travelling with them during thesummer holidays

The whole concept of the insert can be developed in detail if the initial feedback is positive


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Activities Time Line

W1 W2 W3 W4 W5 W1 W2 W3 W4 W5 W1 W2 W3 W4 W5 W1 W2 W3 W4 W5 W1 W2 W3 W4 W5 W1 W2 W3 W4 W5 W1 W2 W3 W4 W5

Teaser activities for PR Blitz

PR Blitz in the main lifestyle redaction

2 Posts on specialised forums

3 Health conference

4Insert of product sample in alifestyle&medical magazine - CSD?

5Advertorial campaign with an interactivecontest

www.buscopan.ro launching campaign

Continous site updaiting

7Media pitches for cover stories in dailypublications

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6

July Octomber November December August September AprilNo. Activity

May June


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News agencies

Rompres

Mediafax

NewsIn

Print media general (health column/ page/supplement) Romania Libera, daily

Jurnalul National, daily

Evenimentul Zilei, daily

Adevarul, daily

Curierul National, daily

Cotidianul, daily Gandul, daily

Online

Cardio.ro Dr. Maximilian Constantinescu

Proposed Media List:

Print media business Banii Nostri, weekly, Sanatate (Health) supplementZiarul Financiar, business dailyCapital, business weekly

Specialized media with a lifestyle approach

Ce se intampla, doctore?, health monthly Sana, health monthly Prevention, health monthly

Lifestyle/ womens magazines Avantaje Tango Cosmo

Bolero

TVSanatateatv.ro (online TV)Realitatea TV

Relevant media to be selected for each type of activity. Media list to be updated on a regular basis.


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Agency Services

For maximum efficiency, we suggest a retainer approach (flat fee for at least nine months,April-December, for a proposed fee of 1,500 EUR per month, equivalent of only 15 agencyhours per month, on average. The retainer fee will include the full support for three of thefollowing activities:

PR Blitz (estimated time project-based 50 hours) Online informative campaign (estimated project-based time 16 hours per month, 4 hours per week) Sponsorship support (negotiating package, managing partnership, providing materials, estimated project-base timing 15 hours) Media competitions (estimated project-based time, 6 hours per competition, 3 competitions) Ongoing media relations and press office function, to support awareness and maintain relation to key media (estimated time 12 hours per

month)

On top of these ongoing activities, other proposed activities can be considered one-off projects and can be implemented if budget is available. Detailedproposals can be prepared for the activities that receive positive feedback.

Health Conference with Oana Cuzino Be aware, be comfortable sampling campaign Feminis campaign www.buscopan.ro launch

Depending on client feedback, detailed costs (third-party costs) will be provided for each type of selected activity.
http://www.buscopan.ro/http://www.buscopan.ro/


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THANK YOU

Proposal_ Buscopan PR Campaign

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