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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.
Event & PR Concept
Exhibition & Event
Target Group Analysis
Journalists of Blond, Gala, TV Movie, Neo2, Cooler, Vanidad,
Numero, Cosmopolitan and Lovestar