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Finalist

Counterfeiting the Counterfeiter

by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)


Summary of work

Online trade in counterfeited medicines is a multi-billion Euro problem, which has increased dramatically over the last few years with a significant rise in consumers (38 per cent of people) using the internet to purchase prescription only medicines.

Counterfeiting the Counterfeiter involved the development and promotion of a spoof online pharmacy to intercept and up skill those looking to buy medicines about the dangers they’re exposing themselves to.

Over a nine-week period www.medizin-direkt.com was promoted using a range of digital tactics that enabled the site to engage with 85 per cent of people looking to buy medicines, receiving 360,532 hits and becoming the third largest online pharmacy in Germany.

In its first year Medizin-Direkt.com would have had over one million visitors and generated up to €41m.


Judges comments

One of the freshest entries in the category, Counterfeiting the Counterfeiter used constant feedback driven by data to ensure the campaign was response to shifting online search trends.

Stakeholder comments

Chair: The campaign has delivered results that have far exceeded our expectations. We know beyond doubt that the campaign has delivered a very powerful message to hundreds of thousands of people and even if a single life has been saved it was worth the effort.

Executive director: We highly commend the agency in their diligent and professional handling of the campaign, combining design that engaged with our audience and media planning that targeted a niche group. Thousands of people were re-directed to legitimate pharmacies and though they don’t know it, they owe the agency a huge debt of thanks.


Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.