The advertising agency Pegasus Advertising was honoured with a bronze statuette for the Nasivin campaign in the prestigious Effie Awards competition. The awards ceremony took place on 12 October.
The Effie Awards are the only marketing competition of such global prestige and renown.
They recognise campaigns that stand out in the market for their highly effective communication efforts and exceptional business results. Among this year’s winners was the Nasivin campaign, created by the advertising agency Pegasus Advertising.
“To win an Effie, a great idea and strategy alone are not enough. A campaign must deliver outstanding, measurable market results. This award is the result of a year’s work by a team built in partnership with our client, Merck, comprising over 100 passionate and dedicated professionals,” said Sławomir Chmielewski, General Director of Pegasus Group.
A Challenging OTC Market
Nasivin is primarily perceived as a product for children. However, in the nasal decongestant category, the main market segment and potential source of growth lies in products for adults. The adult nasal decongestant market is highly competitive, with an ever-increasing number of media-active players. Products in this category show minimal differentiation. Since nasal congestion is not a serious condition, customers often make spontaneous purchasing decisions at the pharmacy. The challenge was to capture attention, build product awareness, and ultimately persuade consumers to make a purchase.
Nasal Congestion and a Corkscrew
“We focused on a strong and impactful creative concept,” explains Paweł Rokicki, Managing Director of Pegasus Advertising. The communication utilised a surprising, even absurd metaphor: corks in the nose, emphasising the problem of nasal congestion. This idea was brought to life in a TV advertisement.
The brand owner utilised this concept in communication with pharmacists by sending promoters to pharmacies with corks in their noses. This approach created an engaging conversation starter about the product, making the interaction highly memorable. Additionally, Merck representatives were equipped with tablets featuring an educational quiz app. The app not only enhanced pharmacists’ knowledge but also effectively showcased the product’s features.
Experience in Advertising Campaigns Dating Back to the 1990s
“With the Nasivin brand, we drew not only on our many years of experience but also on a global perspective, thanks to an international team of people who collaborated with us on this project. This global outlook on the brand, enriched by extensive consumer research and analyses at every stage of the project, contributed to the campaign’s final outcome,” says Paweł Rokicki.
The increase in consumer awareness achieved through the ATL campaign, combined with pharmacists’ recommendations, proved to be an effective formula for driving sales of one of the most premium products in its category.
