Insight NZ created the campaign that led to a newcomer to the New Zealand footcare market, Rejuvenail Anti-Fungal Nail Lacquer has been named Best Over-the-Counter Medicine Launch at the NZ Self-Medication Industry Marketing Excellence Awards.
SMI is New Zealand’s consumer healthcare products industry body and its annual awards attract entries from leading OTC medicine manufacturers and marketers. Rejunvenail is now claiming market leadership in just six months from launch.
The judging panel was SMI past exec director Tim Roper, Green Cross Health’s Alison van Wyk and BrandWorld MD Richard Stevens.
The awards were judged on their ability to meet the campaign challenge, objectives, innovation in strategy and execution, health literacy focus and sales results.
Rejuvenail offers treatment of what can be a painful and unsightly disease.
“Insight NZ, created cut-through brand awareness with an appealing TV ad [shot in Australia] featuring a loveable dog, in store promotional material and an informative website to help consumers identify and easily treat their nail problem,” he said.
“Insight created cut-through brand awareness with an appealing TV ad, in store promo material and an informative.”
“Menarini NZ entered a very competitive market with Rejuvenail,” said van Wyk. “They developed an all-encompassing strategy that included a significant consumer campaign aimed at providing evidence-based information.
“This was coupled with a training package for healthcare professionals to assist in them in considering the options available for treatment of fungal nail infections.”
“They focussed both on the condition as well as the brand and used different strong mechanisms to get their message across. Overall, a very robust and responsible approach to this product launch.”
Rejuvenail is marketed by Italian biopharmaceutical company Menarini NZ which set up an office in NZ in 2016.
Menarini NZ GM Josh Duncan says the company adopted a strategy of providing strong clinical evidence to GPs, pharmacists, pharmacy staff and podiatrists in support of their brand.
“At consumer level the company and its creative agency, Insight NZ, created cut-through brand awareness with an appealing TV ad featuring a loveable dog, in store promotional material and an informative website to help consumers identify and easily treat their nail problem,” he said.
“Rejuvenail offers treatment of what can be a painful and unsightly disease.”
CAMPAIGN CREDITS
Agency: Insight NZ
Account Director: James White
Art Director: Stacey Morrissey
Media Agency: Starcom
Media Director: Toby Yonge (Starcom)
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