PÚCA NEWS

Púca campaign gives Band Aid a boost

Púca China has created a tailor-made mobile marketing strategy to help Johnson & Johnson increase awareness and boost sales of its Band Aid brand in the Chinese market.

The campaign involved using scratch-to-win vouchers to increase brand awareness amongst pharmacy salespeople and help build a Band Aid database. These vouchers were distributed to pharmacies, where the salespeople scratched off a panel to reveal a unique code. When they sent this code (together with their personal details) to the Band Aid database they were entered into a prize draw.

“Band Aid enjoys very strong brand awareness in China but salespeople don’t always distinguish between Band Aid and competing brands. So when a consumer comes into a pharmacy and asks for Band Aid, the assistant will sometimes give them competing brand. This campaign is helping to increase awareness of Band Aid among the salespeople,” says Edward Ho, sales and marketing director at Púca China.

The campaign has been run in major cities in Eastern China and so far many thousands of salespeople have entered the various prize draws organised as part of the campaign.

Johnson & Johnson is so satisfied with the impact of the promotion plus others that Púca has done in the past that it has signed a year-long contract with Púca for the provisions of mobile marketing services throughout 2007.

Want to find out more? Just email sales@puca.com