The campaign gives specific examples of when to drink Oranomin C
In a highly segmented and overcrowded marketplace, time-bereft consumers need to be spoon-fed if they are to understand what differentiates one product from another. This collaboration does just that for both Oronamin C energy drink and Navitime.
Otsuka Pharmaceutical organized direct marketing for businesspeople outside train stations in central Tokyo this month, handing out samples along with a detailed 8-page booklet designed like a personal notebook. The company helps consumers plan the product into their daily routine, such as before a business meeting, while waiting for a train, or to recharge during a work break.
The campaign, co-branded with Navitime, a GPS-based mobile maps and listings service. There are similar suggestions for incorporating Navitime into your routine too, such as to get to a meeting on time, planning a journey or looking for a restaurant.
Consumers can use a QR code to access a co-branded mobile website and sign up to receive regular mails on business lifestyle themes like “Work-Life Balance”, as well as a free two-week trial of the Navitime service.
The campaign also saw the drink sponsor this week’s R25 (a popular freepaper for men in their 20s), with a spot on the cover and a multi-page survey on how men handle various business situations.
Although Navitime and Otsuka offer two seemingly different products, they have come together to aggressively try and show comsumers that they empathise with and can support them through the challenges of the day at work.
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