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组织超载
案例简介：奥特里文面临的挑战是如何在一个如此休眠以至于人们不再关注的类别中推出真正的创新，因为他们不期望有任何新的事情发生。 该活动的目标是将奥特里文全品牌的价值份额提高 2 分 (通过成功推出新的奥特里文全品牌，同时最大限度地减少奥特里文基本 SKU 上的蚕食) 并区分奥特里文完整从所有其他品牌。 奥特里文的机会是揭示，事实上, 鼻感冒患者提出了一个不完整的解决方案，指出人们从他人那里得到的负面关注，因为他们持续依赖使用组织。当人们在公共场合试图处于最佳状态时，这种情况尤其严重。这表明他们并不完全控制他们希望如何展示自己。 为了提高对新产品的认识，并且由于需要说明奥特里文完整的效果，电视在印刷的支持下发挥了主导作用。由于目标受众如此繁忙，在商店和户外扮演了重要角色，而公关被用来推动额外的兴趣和宣传。 在严重的经济危机期间，诺华消费者健康公司在欧洲推出奥曲肽 Complete 超越了其目标。市场份额的总体增长超过目标 50%，每个市场都超过了目标，同时显示出健康的增长率。 结果显示，Otrivin 品牌价值总份额比目标整体增长 50%。增长主要是增量的，对现有业务只有有限的蚕食效应。此外，该活动引起了极大的兴趣，受到了观众的赞赏，正确的 “组织过载” 信息识别得分比基准高出 24%。
组织超载
案例简介：The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there’s anything new going on. The objectives of the campaign were to increase value share for the total Otrivin brand by 2 points (by successfully launching new Otrivin Complete while minimalizing cannibalization on the Otrivin base SKU) and to differentiate Otrivin Complete from all the other brands. Otrivin's opportunity was to reveal how, in fact, nasal cold sufferers are putting up with an incomplete solution by pointing out the negative attention that people receive from others because of their ongoing reliance on using tissues. This is especially aggravating when people are out in public and trying to be at their best. It shows that they’re not completely in control of how they wish to present themselves. In order to create high levels of awareness for the new product and because of the need to illustrate the effect of Otrivin Complete, TV had a leading role, supported by print. As the target audience is so busy, in store and outdoor had an important role, while PR was used to drive additional interest and publicity. Novartis Consumer Health exceeded its objectives in launching Otrivin Complete in Europe during the severe economic crisis. The overall rise in market share was 50% over target and each market exceeded its target, while showing a healthy growth rate. Results show that total Otrivin brand value share has seen an overall rise of 50% over target. The growth has been mainly incremental and there was only a limited cannibalization effect for the existing business. Additionally, the campaign created tremendous interest and was appreciated by the audience, with correct message identification of 'Tissue Overload' scoring 24% higher than the benchmark.
Tissue Overload
案例简介：奥特里文面临的挑战是如何在一个如此休眠以至于人们不再关注的类别中推出真正的创新，因为他们不期望有任何新的事情发生。 该活动的目标是将奥特里文全品牌的价值份额提高 2 分 (通过成功推出新的奥特里文全品牌，同时最大限度地减少奥特里文基本 SKU 上的蚕食) 并区分奥特里文完整从所有其他品牌。 奥特里文的机会是揭示，事实上, 鼻感冒患者提出了一个不完整的解决方案，指出人们从他人那里得到的负面关注，因为他们持续依赖使用组织。当人们在公共场合试图处于最佳状态时，这种情况尤其严重。这表明他们并不完全控制他们希望如何展示自己。 为了提高对新产品的认识，并且由于需要说明奥特里文完整的效果，电视在印刷的支持下发挥了主导作用。由于目标受众如此繁忙，在商店和户外扮演了重要角色，而公关被用来推动额外的兴趣和宣传。 在严重的经济危机期间，诺华消费者健康公司在欧洲推出奥曲肽 Complete 超越了其目标。市场份额的总体增长超过目标 50%，每个市场都超过了目标，同时显示出健康的增长率。 结果显示，Otrivin 品牌价值总份额比目标整体增长 50%。增长主要是增量的，对现有业务只有有限的蚕食效应。此外，该活动引起了极大的兴趣，受到了观众的赞赏，正确的 “组织过载” 信息识别得分比基准高出 24%。
Tissue Overload
案例简介：The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there’s anything new going on. The objectives of the campaign were to increase value share for the total Otrivin brand by 2 points (by successfully launching new Otrivin Complete while minimalizing cannibalization on the Otrivin base SKU) and to differentiate Otrivin Complete from all the other brands. Otrivin's opportunity was to reveal how, in fact, nasal cold sufferers are putting up with an incomplete solution by pointing out the negative attention that people receive from others because of their ongoing reliance on using tissues. This is especially aggravating when people are out in public and trying to be at their best. It shows that they’re not completely in control of how they wish to present themselves. In order to create high levels of awareness for the new product and because of the need to illustrate the effect of Otrivin Complete, TV had a leading role, supported by print. As the target audience is so busy, in store and outdoor had an important role, while PR was used to drive additional interest and publicity. Novartis Consumer Health exceeded its objectives in launching Otrivin Complete in Europe during the severe economic crisis. The overall rise in market share was 50% over target and each market exceeded its target, while showing a healthy growth rate. Results show that total Otrivin brand value share has seen an overall rise of 50% over target. The growth has been mainly incremental and there was only a limited cannibalization effect for the existing business. Additionally, the campaign created tremendous interest and was appreciated by the audience, with correct message identification of 'Tissue Overload' scoring 24% higher than the benchmark.
组织超载
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Tissue Overload
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