Health and Wellness > A: Consumer Products
VCCP HEALTH, London / OMEGA CHEFARO / 2014
Overview
Credits
Audience
Consumers
BriefExplanation
BriefWithProjectedOutcomes
The advert was developed at a global level and was then adapted in local countries and granted approval locally. In the UK we adhere to the UK Advertising Codes (BCAP) which includes ensuring the advert does not overpromise and is not misleading. Additionally any claims included in the TV advert such as ‘Visible results in 7 days’ must be substantiated by clinical data. As we are based in the UK we developed the advert with the UK advertising code in mind and in particular section 11 of the BCAP code for ‘Medicines, medical devices, treatments and health’ (please find attached). The UK code is one of the strictest in the world, therefore we find that our adverts which are developed using the UK code can be approved locally quite easily.
CampaignDescription
In 2011, Wartner launched a ground-breaking new Verruca and Wart Removal Pen containing Trichloroacetic acid, a unique active ingredient, which eliminates verrucas and warts up to three times faster than conventional liquids and gels. In addition, the new Verruca & Wart Removal Pen has a precise applicator that is much easier to use than conventional acid/liquid treatment products.
MediaStrategy
The TV campaign has run in numerous countries around the world from the UK to Australia. In the UK it was supported by a modest TV budget of £500,000. This could only afford regional TV. It ran in Tyne, Tees (North East), Yorkshire, Granada (Lancashire), Midlands, HTV Wales & West, S. West & Anglia and achieved 72% coverage in each of the selected regions. The campaign started with a 30” execution that gradually phased to a 10” by the end of the campaign, to allow for elongation to 8 active weeks over a 14 week period.
Advertised areas saw an average sales uplift across the Wartner range of 40% versus a 10% increase in sales in non-advertised areas.
The Wartner Pen achieved an estimated 15% value share of the branded acid treatment segment during the peak selling season.
This campaign was for the launch of a new product to treat warts and verrucas from Wartner. There were two main challenges to overcome in this sector:-
1. Typically the products used to treat warts and verrucas are very slow and ineffective, taking several months to work
2. Consumers can’t be bothered to treat warts and verrucas in the first place
The strategy was to focus on vanity by planting a concern in the target audience’s mind that other people may be staring at their wart or verruca. But rather than featuring people staring, we animated lights and lamps, which bend and twist to highlight the ailment. The advert ended with the compelling claim 'Visible results within 7 days'.
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