案例简介：摘要 Lamisil 霜于 2000年推出，作为对运动员足部的非处方药治疗。到 2004，该品牌在欧洲市场处于领先地位。然而，它只是德国和英国主要市场的第二大品牌。此外，整个欧洲对运动员足部治疗的市场停滞不前。消费者倾向于认为所有运动员的足部产品都是一样的，不管他们声称有多有效，然而，这实际上是因为人们使用这些产品的时间不足以让他们工作。推出 Lamisil Once，这是第一次单一应用治疗，是为了解决这个问题。但是，尽管这种产品确实适用于一个应用程序，但让人们相信这并不容易。由此产生的综合活动横跨九个渠道，针对三个不同的受众 (消费者、医疗保健专业人员、记者)，并在整个欧洲实现了显著的销售和份额增长。

案例简介：SUMMARY Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete’s foot. By 2004, the brand was market leader across Europe. However, it was only the number 2 brand in the key markets of Germany and the UK. Moreover, the market for athlete’s foot treatments had stagnated across Europe. Consumers tended to perceive all athlete’s foot products the same, regardless of how effective they claim to be, however, this is actually because people don’t use the products long enough for them to work. The launch of Lamisil Once, the first single application treatment, was a bid to resolve this problem. But although this product really does work with one application, getting people to believe it would not be easy. The resulting integrated campaign was run across nine channels, targeted three distinct audiences (consumers, healthcare professionals, journalists) and resulted in significant sales and share growth across Europe.

Lamisil一次见效POS | Lamisil Once POS

案例简介：摘要 Lamisil 霜于 2000年推出，作为对运动员足部的非处方药治疗。到 2004，该品牌在欧洲市场处于领先地位。然而，它只是德国和英国主要市场的第二大品牌。此外，整个欧洲对运动员足部治疗的市场停滞不前。消费者倾向于认为所有运动员的足部产品都是一样的，不管他们声称有多有效，然而，这实际上是因为人们使用这些产品的时间不足以让他们工作。推出 Lamisil Once，这是第一次单一应用治疗，是为了解决这个问题。但是，尽管这种产品确实适用于一个应用程序，但让人们相信这并不容易。由此产生的综合活动横跨九个渠道，针对三个不同的受众 (消费者、医疗保健专业人员、记者)，并在整个欧洲实现了显著的销售和份额增长。

Lamisil一次见效POS | Lamisil Once POS

案例简介：SUMMARY Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete’s foot. By 2004, the brand was market leader across Europe. However, it was only the number 2 brand in the key markets of Germany and the UK. Moreover, the market for athlete’s foot treatments had stagnated across Europe. Consumers tended to perceive all athlete’s foot products the same, regardless of how effective they claim to be, however, this is actually because people don’t use the products long enough for them to work. The launch of Lamisil Once, the first single application treatment, was a bid to resolve this problem. But although this product really does work with one application, getting people to believe it would not be easy. The resulting integrated campaign was run across nine channels, targeted three distinct audiences (consumers, healthcare professionals, journalists) and resulted in significant sales and share growth across Europe.

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Lamisil一次见效POS | Lamisil Once POS

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