case rexona The persuasiveness A product has to be good if your fellow subscribers recommend it. That was the underlying thought behind the big Rexona Maximum Protection test. No less than 500 men and 500 women from the Veronica magazine Panel were allowed to test this new Rexona deodorant at home. They subsequently shared their experiences with three million readers! Have our readers recommend your product... Veronica Magazi PROPOSITION Product: Rexona The aims were: • To investigate how satisfied Veronica magazine readers are with Rexona Maximum; • Protection: to use the results in a testimonial advertisement; • To generate positive communication regarding the product and create a tell-a-friend message. Message Veronica magazine readers recommend new Rexona Maximum Protection. Use of media • The test panel are called up by e-mail; • 1/1 page in Veronica magazine with research results; • Online exposure. 34 ALWAYS A GOOD, HIGH RESPONSE The response to our test panel surveys is always very high. Participants like the fact that advertisers want to hear their opinion. This contact increases involvement with the brand. The complex procedure of putting the test group together, sending samples and collecting and analysing the test data was taken care of by Veronica Publishing. The test results were presented clearly and yielded a number of extra interesting insights. They were also presented to the client and a report was handed over. Pagina 33
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