Challenge
Enerex is a developer
of premium natural nutritional supplements. Although the company has high
levels of awareness among those who already use natural nutritional
supplements, it wanted to reach out to a broader market to educate them on why
natural supplements are superior to synthetic – as well as increase awareness
of the Enerex brand.
Action
Our mandate was to create two campaigns: a series of three
full-page colour ads for Alive magazine and eight small and three large black
and white ads in the Vancouver Sun and Province. Our initial step was to review
competitor ads in Alive magazine, most of which were cluttered with unfocused
messages. We then proceeded to develop the two campaigns concurrently, creating
each product ad individually, but building equity through a common theme
throughout. The ads were clear and to the point, with the smaller ads featuring
an interesting visual component to reinforce the message. Whether the ads were
for cold remedies or sexual enhancement products, the focus was on key product
benefits to differentiate Enerex from the many nutritional supplements
currently on the market.
Results
Since the goal of the campaign was to raise awareness and
educate consumers, it is difficult to measure the outcome. However, Enerex has
continued to enjoy sales growth and the team was very pleased with NextPhase’s
ability to develop clever creative concepts for product benefits that were a
challenge to communicate. In all cases, ads were approved quickly with minor,
if any, revisions – a testament to our ability to listen to client’s needs and
deliver clear, targeted communications.
