The agency started by creating news around the product by refreshing the campaign creative. The original launch creative had now become tired and ineffective. The new creative evolved the ‘plastic surgery’ theme into something more energetic. A new DRTVC was developed, aimed at highlighting each of the product’s core benefits. We introduced extended spot lengths of 45” and 60” with an increased focus on highlighting the product benefits and call-to-action. Substantial focus was placed on optimising media strategy in light of ongoing campaign learnings and the schedule was altered accordingly.

The combined effect of each of the changes drove significant improvements in campaign performance. In Q2 of 2004, indexed TV CPAs had blown out to 144 against the benchmark. The subsequent improvements drove CPA back down to an index of 96 against the benchmark for the following three quarters. In other words, the changes in creative and media strategy drove a 33% improvement in campaign effectiveness at a time of sustained competitor pressure.