Case studies - Vermont
The experience of Vermont Italia
January 2006 - Vermont Italia launches the first vitamin E5-based product within a new, innovative line of skin care products.
Spring 2006 - the company decides to promote the new product at various trade fairs to present its innovative feature to dermatologists: the “Monodermodoses”.
imaginary is commissioned to create a game to be presented on the Vermont fair stall. The game is dual-targeted. On the one hand it is meant to promote the innovative line and the first product, on the other hand, it intends to clarify two things: how many dermatologists use e-mail (to see whether or not it is possible to begin to programme the systematic use of this means of communication with the doctors), and how many are familiar with topical vitamin E. The game therefore has the dual function of product promotion and user profiling.
It also aroused curiosity among the doctors who, amused by the opportunity to win a prize, were willing to answer the questions in the game and acquaint themselves with the new product image. At the end of the game, some participants were randomly selected and given a gift. In this way, the company was able to collect the desired strategic information, while giving the new product line considerably higher visibility and leaving it more easily imprinted on the doctors’ minds.
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