Remind the link between cholesterol and heart diseases:TV Filler strategy Full 30” TVC flights, bridged by 10” reminder flights as a filler to recall the effects of cholesterol.A constant and cost-effective presence on air.High impact and synergic creative approach exploits the awareness and reputation of the endorser: a singer of the 60ies, also known for having heart diseases.

Soundtrack is a very famous song “crazy heart”. It allows an effective use of radio.TV-like Web approach: Web is needed to reach the younger target, sensitive to the problem and hardly reached by TVA website supported by a powerful display and search campaign, high impact formats, partnership with MSN to build awareness and educate about heart diseases and cholesterolAmbient media to reach people checking their level of chol: posters and lift doors in hospitalsEvery single piece of the media-mix fully integrates and completes each other

The continuous presence on air provides constant recall of cholesterol dangers, reducing up and downs in awareness and sales, thus granting a steadier growth of the brand.Max share of voice, baseline sales show no negative peaks when 10” fillers are on air.Powerful Web integration to TV generated a quick boost in awareness and brand benefit comprehension, effectively reaching and involving the sensitive target.

ROI was measured as extremely positive per every single medium used in the mix.ULPro.Activ, the main competitor, was completely routed.People are more aware of cholesterol dangers and develop positive attitudes towards healthier lifestyle.