Most women ignore the feeling of feeling tired or heavy legs, attributing it to age or the results of a busy lifestyle. But few realise they could be the first signs of a long-term vein condition - CVI.

We needed to create a global campaign to make women aware there could be the solution to a problem of tired, heavy legs: Antistax, available in the pharmacy.

The campaign was a mix of TV, print, digital, outdoor, in store and pharmacy information packs.

Since launching across 10 markets in 2013, the ‘Listen to Your Legs’ campaign has produced phenomenal results for Antistax with unprecedented sales of the product, millions of impressions in social media and huge surges in brand affinity and awareness.

TV advertising was chosen as the primary awareness medium to generate interest from consumers backed up with digital display, online and social media brand presence, magazine ads, street posters and bus sides. Crucially important to the campaign were educational packs for pharmacists with corresponding information about CVI and the ways to prevent it, to bookend the footfall generated by the campaign.

The campaign went live in Greece in April 2012, using a 16s cutdown of the TV commercial and supporting media. The Greek launch generated unprecedented sales results (see below). This was followed by market launches in: Portugal, Italy, Belgium, Holland, Germany, Austria, South Africa, Brazil, Ecuador and Japan. Locally adapted versions of the TV commercial from 15-30s were used, with print, outdoor and display as supporting media. Airtime bursts lasted from 2-4 weeks and outdoor media ranged from pharmacy posters to vending machine displays to bus sides/bus backs.

Sales have grown up to 24% year on year in markets where the campaign has run, and every market has exceeded sales targets. In Brazil, unit sales consistently doubled and often tripled their monthly target requirements. Japan experienced a 300% increase during the first 6 weeks of the campaign. In Greece, national stocks of Antistax sold out - twice - during the first national burst of airtime. Sell-in revenue to pharmacies increased by 37% and sell–through revenue increased by 33% over the first six months.

According to Sysomos media tracking, there have been 12.9m Twitter impressions for Antistax since launch, with 2.7m for the hashtag #listentoyourlegs. Further, Antistax now has a 90% favourable ratio on social media.

In a survey of almost 1000 people across Europe, the campaign has consistently outperformed the category norms in brand recall. Interest and spontaneous recall were both 20% higher than the average.