ONE-TO-ONE MARKETING: Pfizer campaign shifts focus from medicine to life

The promotion is being held on one of the largest competition sites in India, www.contests2win.com (C2w).

The idea behind the contest is to use emotional messages to communicate to consumers that despite the highs and lows of life Pfizer is "with you every step of the way".

Alok Kejriwal, CEO of C2w, said: "The Pfizer brief was challenging as we had to build awareness without highlighting the medicinal aspect. Super life is a game built around life, which gives an opportunity for consumers to live life all over again."

The promotion questions the choices consumers have made in their lives, based on Pfizer's tagline 'Life is our life's work'. It urges people to achieve 'Super life' - the balance between family and career - by raising questions such as, "If you had to live your life all over again, what would you change?"

Ramkrishna Subbaraman, a spokesman for Pfizer, added: "Through the Super life contest we are getting our consumers to think of life - ponder, smile and even wonder - with the promise that Pfizer will always stand by them. There is no winning formula in life; it's all about learning as you go along, and that is what Super life is also about."