(1) We chose Pelé as our partner in a global campaign to enlighten people about erectile dysfunction (ED), launching a nationwide ED awareness campaign on TV and in newspapers and magazines. This campaign targeted couples in their 40s, younger than those targeted in our previous campaigns.

(2) The market research showed that people suffering from ED had difficulty in finding places where they could get medical advice about their symptoms. Therefore, while we worked to raise the public awareness about the campaign through TV commercials, we tried to enlighten many readers about ED in reputable newspapers and magazines, showing them how to contact us through our web page or toll-free numbers. We believed this campaign would help readers find hospitals and clinics to receive medical advice about ED through the website and toll-free numbers and encourage them to see a doctor about the issue.

(3) We chose The Asahi Shimbun because it is a reputable paper with a wide coverage throughout the country that has been defined to be very effective as an advertising media.

(4) After the campaign launch, the number of visits to our website and inquiries via our toll-free number rapidly increased. The campaign achieved satisfactory results.

(5) Many medical representatives and marketing specialists report that Pelé is widely recognized as a spokesperson for the ED awareness campaign, and that more people consulted their doctors about the problem after the campaign.

Minoru Suzuki
Products Communications Manager