Polpharma Biuro Handlowe - New Product Launch Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Polpharma Biuro Handlowe, Warsaw, Poland
Company Division/Group: Polpharma
Company Description: Polpharma, founded in 1935, is Poland’s largest pharmaceutical company.We produce an extensive range of drugs and pharmaceutical ingredients, which compete successfully in the EU and the US markets.We also operate in Central and Eastern Europe,the Caucasus and Central Asia.Polpharma’s products are available in 50 countries.Our activities are appreciated by patient,medical and business communities.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - New Product Launch

Nomination Title: Maxigra Go - sex, drugs and the art of loving

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Background

Polish market of erectile dysfunctions’ products is a difficult one. It’s dominated by dietary supplements – scarcely effective but strongly advertised. Then there are Rx drugs – safe and effective but most men are too embarrassed to visit a doctor. Additionally, in 04/2016 our competition launches first OTC erectile dysfunctions drug, but has no experience in sexology. Meanwhile, Poles still are reluctant to discuss sexual topics, especially with their partners.

Objectives

In November our brand MaxigraGo – second drug in OTC category – enters the market. How to build brand awareness in such difficult market? How to encourage Poles to look after their sexual health? How to create reliable image?

Strategy

We came to key conclusion – our biggest advantage is strong medical reliability (vs dietary supplements) and experience in sexual health area (vs the other OTC drug). Polpharma’s 10-year-old National Sexual Health Program is umbrella for all sexologist activities in Poland, while our competition practically doesn’t exist in this environment. We decided to transfer Polpharma’s image to MaxigraGo. What we needed was common denominator allowing us to simultaneously educate, build brand awareness and image. We found it in the figure of Michalina Wislocka – famous sexual educator and icon of Polish sexology, who published 1970s bestseller “Art of Loving” (Sztuka Kochania), showing Poles how to make love and talk about sexual needs. As a movie was just being filmed about Michalina, Polpharma took the patronage of it and centered its communication around it. The educational value of future blockbuster “Art of loving” by fitted our goal of accustoming Poles with subject of sexuality and potential reach of the movie would enhance MaxigraGo's brand awareness.

Activities

On our Facebook profile „SeksToZdrowie” (SexIsHealthy – 530thousand fans) we posted tidbits about Michalina, movie and its makers, as well as reports from Polpharma’s sexual health events. We also gradually increased presence of MaxigraGo.

We supported social campaign preceding release of the movie, by posting short films with Polish stars presenting, how to talk about sex.

Maxigra Go took patronage of re-edition of Michalina’s book. Introduction was written by Polpharma’s sexual expert prof. Z.Izdebski. For journalists and Opinion Leaders we issued a version with MaxigraGo bookmark.

Within media relations supporting MaxigraGo’s launch we contacted over 100 journalists, gave them press release and Michalina’s book.

MaxigraGo commercial was embedded in „hard copy” of the movie as its integral part – everyone who watched „Art of loving”, saw also our commercial (also on DVD + Blu-ray). Patronage included soundtrack as well.

To link MaxigraGo’s patronage with Polpharma’s educational activities, we organized 9. National Sexual Health Debate with 40 journalists and over 500 guests from the world of science and culture, followed by over 300 media reports published. The day ended with screening of the movie and meeting with its makers.

We published the latest national study “Poles’ sexuality 2016” concerning i.a. erectile dysfunctions, relationships and sexual habits. As Polpharma conducts such studies cyclically, we have opportunity to present changes in time.

The latest event was „Michalina Wislocka Festival” co-organized by Polpharma, involving 10. National Sex Debate, open-air screening of the movie, a lake cruise, meetings with moviemakers, discussions, concerts and many more. Branding of MaxigraGo was present in every part of the festival – both visually and in terms of merits.

Results

-Strengthening Polpharma’s and MaxigraGo’s image as patron of Polish sexology
-Reaching 1,8million viewers of “Art of loving” movie
-Reaching 522thousand FB “SexIsHealthy” users with MaxigraGo content (90% organically!)
-Over 100 MaxigraGo clippings, 300 media reports about Debate and Polpharma’s study, 3100 clippings on Wislocka, 6700 on “Art of loving”
-IQS research institute 06/2017 study conducted for Polpharma among users of OTC erectile dysfunctions drugs showed that MaxigraGo is now No.1 when it comes to brand awareness of all non-prescription products (72% respondents knew it) and No.2 only after Viagra (74%) in general prescription/non-prescription erectile dysfunction products market.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-Strengthening Polpharma’s and MaxigraGo’s image as patron of Polish sexology
-In 7 months since its launch, MaxigraGo went to no.1 in awareness among non-prescription products for erectile dysfunctions (IQS 06.2017 study among users of OTC erectile dysfunctions drugs)
-MaxigraGo’s wide, integrated patronage of “Art of loving” project included the movie itself (with our commercial in “hard copy”), social campaign “Loving is art”, DVD+Blu-ray, soundtrack, Michalina Wislocka Festival, FB cross-promotion, re-edition of “Art of loving” book
-Organizing 2 National Sexual Health Debates and publishing national study “Poles’ sexuality 2016” concerning i.a. erectile dysfunctions, relationships and sexual habits.
-Reaching 522thousand FB “SexIsHealthy” users with MaxigraGo content (90% organically!)
-Reaching 1,8million viewers of “Art of loving” movie
-Over 100 MaxigraGo clippings, 300 media reports about Debate and Polpharma’s study, 3100 clippings on Wislocka, 6700 on "Art of loving"