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FEATURE
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Top Promotions
Gold Winners
Distributor
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Chilli Promotions
Type of client:
Pharmaceutical
and health care
Target audience:
12,000 influencers
such as pet store staff, vet practices
and veterinary nurses who,
through access to education, were
able to drive sales nationally
Other media used:
Video, direct mail
Program’s primary objective:
To provide
education and awareness about the
animal parasite, lungworm.
A “babuscat” (an education tool based
on the design of a Russian nested doll)
was used to highlight the importance
of lungworm to vets, pet store staff
and veterinary nurses. The “babuscat”
highlighted the technical aspects of
lungworm, and its transmission and
lifecycle. The product did this in an
engaging and interesting way.
Total cost (including promotional
products, media, printing, packaging,
etc.):
Approximately $55,000
Strategy and execution:
In July 2015 a
healthcare company engaged Chilli Promotions
to develop a product that would educate the
target audience, drive sales and position its
lungworm treatment, Advocate, as No.1 in
Australia. The distributor developed a set
of three nested doll-type figures that pulled
apart and replicated how lungworm physically
presents itself once inside an animal. The
dolls were an easy way to demonstrate how
lungworm can spread, and the dolls were
produced in three sizes to show the lungworm
curled inside a cat, bird and rat. These were
distributed with an information card. The sales
team then spent time at veterinary clinics and
pet stores and with other medical professionals
to demonstrate the dolls. The materials
selected and used for the dolls were crucial in
clearly demonstrating how the parasite curls
inside its host. Development of a prototype
and a sample of the product took three weeks.
Production and product testing was completed
in 10 working days from preproduction to
final approval, and the distributor airfreighted
the final products to a destination for
national distribution.
Results:
The client’s medication,
Advocate,
grew by 10 percent in value and for the first
time ever became the market leader against
the rival medication, Revolution. This market
position and growth continued through the first
half of 2016 and is expected to accelerate.
Melissa Catania, Chilli
Promotions, on the
campaign’s challenges:
“The sampling
took more
time than we
expected, and
that was partly
because we
were working
with a number
of different
factories. The
production took
less time than
the sampling.”
Business-To-Business
28
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MARCH 2017
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