Crossman Communications’ campaign for BiolaneTM Active Green-Lipped Mussel Extract has been recognised for industry excellence with the Consumer Marketing & Social Marketing Award in the 2011 Public Relations Institute of Australia’s NSW State Awards for Excellence announced in Sydney last night.
Although an effective natural solution to alleviate joint stiffness and pain, BiolaneTM was an unheard of product in a category many are wary of, and the brief was simply to turn it from zero to product hero, championing two sub-brands, Nutra-Life Musseltone in health food shops and new entrant Wagner Musselforte in pharmacies.
With no ‘news’ surrounding the product, media sceptics abounding and problematic editorial restrictions imposed by regulatory bodies, Crossman developed a strategy based on credibility.
We established trust via compelling case studies and credible spokespeople – a scientific guru, supported by a much-loved ambassador and archetypal Aussies – and ensured relevancy with Newspoll research to demonstrate joint stiffness affects most Australians.
We targeted a trusted media outlet, A Current Affair, to tell the story, setting the scene for a wealth of radio interviews and print and digital coverage, extended by a series of consumer promotions.
Results were phenomenal with November sales of Nutra-Life Musseltone 697% above those in September prior to the campaign launch and Wagner Musselforte performing 471% higher than the optimistic forecast. Pleasingly both brands continue to excel.
The campaign is now in the running for the Public Relations Institute of Australia’s National Golden Target Awards next month.