Mind The Nose – The Otriven “Atemzug” (breath of air with a play on the German words for breath and train)

Otriven tasked us with positioning its cold medication brand as THE solution for a blocked nose, thereby creating a potential to distinguish itself from the competition. But how do you inspire an active target group displaying online affinity for a nose spray when it is only preoccupied with this topic in the event of a seriously blocked nose?

By recognising the exact moment when suddenly low interest is transformed into really high interest. And linking this moment with the brand as a solution to the problem. According to our research, a blocked nose is particularly tortuous at night. How can we exploit this moment which is very difficult to pinpoint from a media perspective? We chose a touchpoint which is closely linked to this moment of suffering: commuting to work after a sleepless night. This is exactly where we positioned Otriven via various channels with a strong awareness campaign ensuring interaction with the brand – edutainment at the right time as a key for preoccupation with a low-interest product.

Curiosity as a news factor. The Otriven campaign entirely echoed these sentiments: a huge nose and mouth crawl into the Hamburg metro in the early morning. The campaign can be followed on YouTube. Via an Iconosquare photo contest, the search was launched for #DerKribbler (tingler), #DerDurchatmer (deep breather) and #DerFreimacher (liberator). Whether in the metro, national and regional media, via digital touchpoints such as YouTube, blogs, Instagram or Facebook – the word “Atemzug” was attributed an entirely new meaning. Mind the Nose!