Campaign details
Brand: PrevailAgency: Hill+Knowlton Strategies
Summary
Our challenge was a steep one - to introduce an expensive premium brand to an audience who had low understanding of the category, and who didn't want to discuss the subject because of social taboos. We had to achieve this with a low budget that would not allow us to make a traditional media buy.
To make sure we had strong and robust insights, we commissioned a series of 200 face-to-face interviews to learn exactly what our audience thought.From these interviews we established the core insight...