ISP - Institute of Sales Promotion - Michalski Posner Protexin

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Stressed vet nurses receive help thanks to Michalski Posner

Veterinary probiotic specialist Protexin has been giving away vet-shaped stress toys to veterinary nurses attending their stand at the annual BVNA congress, through retained agency Michalski Posner.

The give-aways were designed to drive traffic to Protexin’s exhibition stand, which was themed around the “because animals have guts!” above-the-line campaign.

The campaign – which features gutsy sky-diving dogs and snow-boarding rabbits – has been running in veterinary press since January and has helped Protexin substantially lift sales of its probiotic products for animals.

The delegates couldn’t get enough of the stress toys. One nurse commented: “I have always wanted to take my frustrations out on a vet and now I can!” Another asked whether “they doubled up as voodoo dolls”.

“It is always difficult to find an appropriate and memorable gift for these events,” said account executive Lynn Clegg of Michalski Posner. “Everybody gives away pens, bags, posters etc, so we wanted something really different.

“Now there will be little foam vets sitting on nurses desks all across the land reminding them of the Protexin brand and hopefully making them smile. What better way to get your message across?”

October 14, 2008

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