Curiosity Pays Off

Company:
Arenus, a Novus International Business.
Challenge:
Arenus needed to rapidly increase awareness and interest in its relatively new joint supplement, Steadfast Equine, and show how it is different/better than the literally hundreds of joint supplements already on the market.
Solution:
Our strategy focused on promoting the differentiating product ingredient: Natural Eggshell Membrane (NEM). The target audience is used to seeing posed images of beautiful horses. The image we created of a horse curious about an egg is unexpected, fresh and focuses attention on the egg as a primary selling feature. (Note: Aside from minor retouching to remove a halter and lead rope, this shot captured the actual moment the horse became interested in a real egg in his pasture.)
Results:
Due in part to this advertisement, Arenus reported consistent increases in Web traffic and sales for the product, as well as significant improvement in customer interaction in direct sales situations.



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