Situation: Arthritis is the most common cause of pain and stiffness in pets, with 1 in 5 dogs and 1 in 3 cats over the age of 12 years suffering. However, most owners attribute it simply to ageing and don’t seek veterinary advice. Metacam, Australia’s leading prescription anti-inflammatory medication, effectively relieves arthritic pain, keeping cats and dogs active in their older years. It has been vets’ preferred choice for 17 years, but is at increasing threat from generics.

Brief: To defend Metacam from generic threat and continue to grow.

3 key objectives:

• Keep Metacam at no.1 with vets – establish it as still relevant and still the one that will provide the most effective arthritis relief

• Challenge owners’ beliefs that cats and dogs slow down as a consequence of ageing and cannot be treated

• Encourage owners to visit their vet to get their pet checked for arthritis.

Stage one – clinic executions:

• Clinic posters

Each star had there own headline. These are double sided with arthritis sign watch outs for

pet owners

• Direct mailers

In the style of a vinyl single. The single is a product order form and has a competition component

• Tote bags

Specially designed bags that held posters, owner brochure stand, arthritis trackers and t-shirts.

Stage two – owner awareness:

• Web app

Research indicated a high level of sharing of pets online. So a web app has been developed where owners can learn about pet arthritis and also choose to create their own pet star. Using our three characters they can upload their pet pic and have it rock out, move with the groove or jiggle to country music.

Apart from leveraging existing facebook audiences, this is being driven via online e-newsletters, key account social media pages and a healthy hearts for dogs facebook page.