Boehringer Ingleheim

Background

Boehringer Ingelheim recently acquired Merial, one of NZ’s largest animal health companies. The majority of products are targeted directly to NZ’s sheep and cattle farmers, so creating a lasting impression in their eyes is important.

Strong seasonal product use fluctuations also required generating immediate commitment or call to action from farmers at this critical time.

The Brief

Strong seasonal product use fluctuations also required generating immediate commitment or call to action from
farmers at this critical time.

The Solution

Boehringer and AMS created a hard wearing, highly sought after traditional rugby jersey that would be used as instant gratification on selected products at point of purchase.

The jerseys carry the traditional sheeps head icon, well recognised from the traditional Merial business, yet introduce Boehringer Ingelheim as the new brand.

Our decision to work with AMS was an easy one…hard work and integrity not only fits within our company values, but is mirrored by AMS. Their proactive approach, innovation and ability to not only work to a brief, but also offer us alternative solutions, gives us the point of difference needed in the market…

Kim Ellett, Marketing Director, Boehringer

Result

The nationwide campaign drove strong commitment and product sales through the veterinary network of NZ.

Immediate redemption upon purchase ensured Boehringer continued to grow market share, in excess of 60% and delivered
a very successful campaign.