A six-week TV campaign for a pharmaceutical brand: eight national channels, an audience of women aged 25–55, and daily airtime control instead of a single check at the end.
Olainpharm asked us to give the OlainFarm brand a large-scale presence on Tajik television and reach its key audience — women aged 25–55 — as effectively as possible. The challenge was not simply to deliver the planned volume, but to get the maximum number of quality contacts from every spot within an approved budget. In a competitive pharmacy category, that meant precise channel selection, a well-planned frequency and constant airtime control.
TV reach is built not by one leading channel but by the right mix: different channels bring different audiences, and total reach grows through diversification. So we split the budget across eight TV channels to collect contacts from different segments of women 25–55. The second principle was daily control: every day we checked actual airtime, spot durations and budget pace to seize any chance of getting more airtime on the same terms.
Placements were split across eight national channels to reach different segments and increase total reach among women 25–55. Safina, Sinamo and Tojikiston carried the main weight, while the remaining channels added frequency and regional cover.
Every day we tracked actual spots, durations and budget pace. On some channels 20-second spots aired instead of the planned 15-second ones — we recorded this and secured bonus airtime for the client at no extra cost.
The campaign ran almost exactly to plan: budget variance stayed within a rounding error and actual airtime came in above plan.
The campaign ran for six weeks across eight national TV channels. Multi-channel buying delivered reach across different segments of the female 25–55 audience, and daily airtime control turned duration discrepancies into bonus airtime for the client at no extra cost. The budget closed almost exactly on plan and actual airtime came in above it. Campaign performance figures are not published.
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