Goals and objectives
Pliva Pharmaceuticals, a part of the Teva Group wanted to increase the reach of its Maxflu brand within a specific customer target group and improve its position within the market category of Multi-symptomal relief OTC drugs. Since the launch of the product in 2002 they and their market competitors’ communication strategy has focused on traditional advertising models delivered mostly through television. The market penetration of Maxflu was getting higher year by year, however never being able to achieve the #1 position within the market segment due to the increased advertising budgets of the main competitors, Aspirin C/Bayer and Lupocet/ Belupo. They have approached the Native Ad Studio of Hanza Media in order to test new models of communication. Pliva Maxflu was the first OTC drug in Croatia ever to support a native advertising campaign.
- Awareness / to increase the importance of self-care during the flue season
- Thought leader/ to position Maxflu as an expert that understands the customer target group needs and cares about them holistically
- Engagement /sales to build an emotional relationship with the customer target group and increase the market reach