Multi-National Campaign

1. ESA Awards Winner Multi-NationalCampaign

2. Campaign:Compeed-ATP World TourBrand name: Compeed Agency name: Carat Sponsorship

3. Having targeted a female fashion orientated audience, the launch of the brand’s new “Underfoot” product dictated a need to re-connect with a traditional “sports audience” Media fragmentation and budget parameters highlighted the need to develop a pan-regional platform in key markets to drive reassessment of the Compeed brand Initial research revealed that blisters underfoot are most common in sports with side-to-side motion, such as tennis and squash Further analysis identified tennis possessing the highest incidence levels of blisters on both hand and feet, while consumer insights revealed the negative emotions experienced by amateur tennis players when being inhibited from playing as a result of blisters Background

4. Johnson & Johnson blister protection brand, Compeed, undertook a global partnership with the ATP World Tour in 2010 to raise awareness and drive consideration / trial of its product range amongst targeted sports users With a small budget and focus on 4 key European markets, the sponsorship provides year-round global visibility via a dynamic, popular platform offering enhanced local activation in key markets An innovative strategy focuses on an exclusive partnership with the ATP physiotherapists to provide authenticity and advocacy for product usage whilst communicating the brand’s ‘Be Unstoppable’ messaging Local tournament assets provide interactive consumer engagement opportunities Description

5. Global category exclusivity/agreed designation and IP rights to allow for market expansion Second-tier sponsorship of 4 European market tournaments, offering on-site sampling and experiential rights for consumer engagement and hospitality benefits for client entertainment Exclusive brand alignment with the ATP Medical Team to deliver on-court visibility, personal appearances and content rights to authenticate product usage, and input into product development Ownership of ATP website’s ‘Form & Fitness’ section enabling collaboration with the ATP medical team to create informed monthly brand-related features delivering engaging content & key brand messaging Description

6. Drive sponsorship awareness to build association of Compeed and it’s relevance in sport • To support premium pricing and differentiate from competitors by positioning Compeed as a high quality product good enough for the tough conditions experienced in professional sport • Communicate product relevance through use of authentic messaging • Support premium quality messaging by demonstrating Compeed’s ability to perform across the globe in a varying weather environments • Utilise digital / social platforms to amplify the association to a wider audience Objectives

7. Create multiple touch points for consumers to learn about brand / product benefits • Communicate the benefits of Compeed blister plasters vs regular plasters • Encourage trial / consideration of the product via aligned sampling opportunities to put the products in the hands of the consumer and therefore increase advocacy • Align sponsorship rights to support Compeed’s planned global expansion programme Objectives

8. ATP Physiotherapist Relationship: The key to the relationship was the association with ATP Physios. As unsung heroes of the tour, the alignment between their role and the brand’s positioning to help consumers get ‘Back in the Game’ powerfully underpins the relationship. This has been a key channel for delivering authenticity & credibility. They utilised this association with integration into advertising, visuals featured at on-site booths, engaging local media, creating bespoke video content (broadcast globally via ‘ATP World Tour Uncovered’ and housed online), conducting interviews and releasing insight articles to the trade and consumer press. International visibility is delivered by exclusive strategic branding on both the medical team uniform and on court medical bags used at 62 televised tournaments globally. Implementation

9. Implementation • A Compeed branded section on the ATP website that offers training / fitness tips • Compeed benefits are integrated into monthly articles that are written with the help of the ATP physios • The content is a mixture of Compeed relevant and player related stories to balance relevance and authenticity whilst maximising consumer engagement • Includes bespoke video that is produced by the ATP • The Form and Fitness articles are promoted on the ATP homepage, ATP World Tour Insider email sent to their whole database and the ATP’s social networks.

10. Tournament Activation: • Presence at: Monte Carlo, Madrid, Rome and Hamburg • Tournament rights executed: • Promotional Booth – centrally designed experiential booth created to convey product information / benefits and ATP physio association • Sampling – branded promotional staff distributed samples to attendees • Player appearances – meet & greet / autograph sessions held at Compeed booth. • Physio appearances – ATP physiotherapists Q&A sessions with stakeholders and press interviews. • Hospitality – local market initiatives for trade engagement to build existing and new relationships. • Staff engagement via employee incentive programmes. Implementation

11. Drive Sponsorship Awareness • 31.5% sponsor recall at tournaments, outperforming major tennis sponsors, Honda and Corona • Brand exposed to over 500,000 consumers on-site across all 4 tournaments • Compeed advertising exposed to 17.7m consumers on the ATP Homepage • ATP Uncovered reached a combined audience of 287.7m • Local press activation achieved more than 100 articles and TV coverage was also achieved • Communicate product relevance • Compeed products used by ATP physiotherapists on players at 62 tournaments providing global visibility during a ll court calls Results and Evaluation

12. Create Multiple Touchpoints for Consumers • 24% of tournament attendees visited the Compeed booths • 175,000 page views for the ‘Form & Fitness, presented by Compeed’ section on ATP website – the ATP’s most successful results to date • Social media successfully used to promote competitions (800 competition entries in Monte Carlo) • Encourage Trial / Consideration • 27.5% of tournament attendees received a Compeed sample – exceeding the 20% target • Over 135,000 samples given out to consumers Results and Evaluation

13. Need to factor in to activation planning process the existing commitments and skill set of clients in local markets. • Understanding and appreciation of individual player IP regulations. Need to align activity under ATP banner to circumvent need for individual player endorsement relationship. • When organising player appearances need to consider local market affiliations - the desires of different markets fluctuates between stars and local players when choosing the athlete • Need to amplify the relationship to a broader audience by greater utilisation of the ATP’s digital assets and use of IP rights on Pack • Need to consider local market restrictions when dealing with a medically related product Lessons Learned

14. Industry Awards Won 2011 ESA Award for Multi-National Campaign 2011 Hollis Award for the “Best First Time Sponsorship”