Our research highlighted 3 key insights around men’s attitude to ED: They don’t want to be seen as ‘less of a man’ in front of their friends; They want to be 'in control' in the bedroom; And they want to be able to create - special occasions for their partner.

So we created a series of posters to address these insights and emotions. For guys who wanted to stay guys, there was a “Power Tools Online” execution. For concern about being in control in bedroom there was: “Order Online, Deliver in Bed.” And for keeping special occasions special, there was “Order online, have a swell weekend away.” All the ads explained the easy, discreet service, with a dedicate response/discount code to make it easier to try it.

The art directional style was simple, clean and bold. No softening, no smooth edges - just upfront, confident messaging, promoting the service.

We took over men’s motorway service station bathrooms across the UK, from June - November 2016, with a range of posters, positioned above urinals, each dealing with different male insights, to encourage men to try the service.

In many of the sites, two or three of the executions ran side-by side, as a suite of executions. In other locations, all six executions of the campaign appeared together, with a ‘takeover’ and full coverage of the bathroom spaces (see supporting media). Below each execution was a unique take-away card featuring a specific discount code, giving £10 off a consultation & first purchase, to encourage men to try the service.

The creative idea was further rolled out through instore POS in Superdrug, PR and a CRM email campaign. Messaging across these channels was linked to the campaign prescence on on the Superdug site: onlinedoctor.superdrug.com to ensure continuity in the customer journey.

The campaign was phenomenally successful, generating overwhelming results compared to previous SEO and PPC campaigns.

There was a significant increase in traffic to the https://onlinedoctor.superdrug.com site, which led to an unprecedented increase in conversion to sales. The campaign generated a 20% overall increase in new customer acquisition, with an estimated 5000 new customers across the duration of the campaign, and 900 new incremental orders per month directly attributable to the campaign itself.

This represented an ROI for the campaign of 148%, and a cost per customer that was 13% lower than the clients’ expectations for the campaign.

Awareness of the national campaign was higher than for any previous campaigns for the online doctor service, and spontaneous recall of the OOH campaign was high, with consumers recalling it over competitor campaigns running during the same period.