TV communicated the product’s benefits but additional night time ten seconds reminders wish consumers sweet dreams. Print, online and PR activities on beauty titles were strategically used to enhance AZNight’s beauty positioning and deliver in-depth information. AZ also sponsored a new book release in national bookshops using the stores’ windows as real live outdoor spaces, plus personalizing the book cover and modified the title to recall the TV execution.

AZ became number one Top of Mind brand in the category and its advertising awareness doubled, growing from 6.9 to 13.4% in three months (Index 194). Business results were equally impressive showing an increase in volumes by 19% after two months from campaign’s start.