Bayer Healthcare

Insights into a balanced way of living

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Insight – Objective

To provide a closer understanding for key typologies driving the adoption of a new contraceptive pill concept and development of PR concepts for a contraceptive pill. These concepts were also tested by international lifestyle journalists via focus group workshops.

Research - Methodology

We conducted in-depth interviews across seven main European countries to help understand the future needs for different types of contraceptive offers across different consumer typologies. Based on the findings, we developed a variation of concepts that we further improved and customized within four creative workshops with journalists in Prag, Barcelona, Berlin and Paris.

Output - Impact

An emotionalizing and sophisticated press-kit that resonates with the needs of the journalists and motivates them to write about the product.

Skills

Artist Collaboration

Content Development

Design System

Event & PR Concept

Exhibition & Event

Expert Knowledge

Film

Focus Group

In-depth Interview

Insight Generation

New Markets Strategy

Print

Recruitment

Target Group Analysis

Key Creatives

Journalists of Blond, Gala, TV Movie, Neo2, Cooler, Vanidad,
Numero, Cosmopolitan and Lovestar
Caroline Wachsmuth
Bernadette Penkov
Renee Voltaire
Samantha Heard
Alessandra Graziottin

Year

2008

Markets

Europe

Links

www.bayerhealthcare.com

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Getting INSIGHTS

IN-DEPTH INTERVIEWS

in 7 european cities

Evaluation of PR CONCEPTS

FOCUS GROUPS WITH JOURNALISTS

in 4 european cities

Final PR TOOLS

the women`s Book

Insights into a balanced way of living

FINAL PR TOOLS

MUSIC FOR A BALANCED WAY OF LIVING

composed by Samantha Heard for QLAIRA

 

Final PR TOOLS

A PILLOW for a balanced way of living

designed by bernadett penkov

Project Introduction

Qlaira BOOTH

To inform ABOUT A BALANCED WAY OF LIVING