"Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team."

 

 

Chris Rossi - Senior Vice President, Virgin Atlantic North America

"We're looking for the best stewardship and management of our media investments. What we like about MEC is their good craft skill and modern media management."

Citi

Are you in control enough to let go?… It takes out the guess work and explains technical concepts in a way all marketers can appreciate. I applaud MEC for taking the lead and providing such a high level of thought leadership.

BlackRock


Novartis (Mebucania)

Paramount
Next Case Study: Paramount


Play flv_thumb_717

A demonstration of

  • > Active Engagement
  • > Entertainment / Content
  • > Paid
  • > Small budget

Chat show cure




We boosted sales of a Colombian sore throat cure with on-air demonstrations.


The challenge

Novartis wanted to boost sales and market share for Mebucaina, its sore throat lozenge brand, in Colombia. However, the budget for our campaign was only one-third of the leading competitor's spend, so we needed to find a strong, simple idea that would communicate the message effectively.

Our insight

A sore throat makes speaking difficult. For presenters on live TV or radio, this is a serious problem but also an opportunity for an on-air ‘demonstration'.

Our solution

We recruited well-known TV and radio presenters, including Colombia's leading chat show host, to simulate a sore throat during their broadcasts. At the mention of Mebucaina, their throats appeared to clear enabling them to continue with their shows. By using this product integration technique, we achieved wide coverage and outstanding exposure at low cost.

The results

  • Increased sales by 17% (10% more than the main competitor)
  • Jumped to number 2 in category.

 

 
Rate this case study