Cannes Lions

ADVOCATE PET MEDICINE

STARCOM WORLDWIDE (AUSTRALIA), Sydney / BAYER / 2005

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Overview

Entries

Credits

Overview

Execution

To become the 'Advocate' for Pet Health, we leveraged an environment normally dedicated to human health education, inviting cat and dog owners to self-educate on issues affecting their beloved pet. We managed to onvinced Australia's leading human health magazine to produce a reverse-cover bonus pet healthcare magazine … 1st time ever! We connected client, agency and magazine writers/art directors to embody editorial look/essence of GoodMedicine: "empower our readers with a sense that they can do something positive to enjoy a long and healthy life".

Outcome

Pet care category first! Exceeded sales goals +70%. First year goal achieved in 6 months. Credibility without competitive clutter. Platform for Bayer to promote other pet treatments. Demand for additional copies: sales managers requesting more; by veterinarians for consultation information; driving confidence in veterinarians stocking product.

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