Bayer Healthcare
A balanced way of living
More Info Hide InfoInsight – 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
Naming
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
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