Boehringer Ingelheim Vetmedica: Still Going Strong [video]

Credits & Description:

Titile: Still Going Strong
Agency: Ogilvy Commonhealth Australia
Brand: Boehringer Ingleheim
Country: Australia
Advertising Agency: Ogilvy Commonhealth Australia, Sydney
Entrant Company: Ogilvy Commonhealth Australia, Sydney
Media Agency: Ogilvy Commonhealth Australia, Sydney
Pr Agency: Ogilvy Commonhealth Australia, Sydney
Production Company: Ogilvy Commonhealth Australia, Sydney
Senior Art Director: Michael Zivkovic (Ogilvy Commonhealth)
Illustrator: Anita Xhafer (Xhafer Grafix)
Creative Director: Toby Pickford (Ogilvy Commonhealth)
Director Of Brand Communications: David Bailey (Ogilvy Commonhealth)
Copywriter: Helene Mann (Ogilvy Commonhealth)
Illustrator: Max Thompson (International Rescue)
Copywriter: Toby Pickford (Ogilvy Commonhealth)
Digital Producer: Marc Pinto (Ogilvy Commonhealth)
Senior Business Manager: Sinead Bushell (Ogilvy Commonhealth)
Synopsis:
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.
Strategy:
In order to defend Metacam from generic threat and encourage growth, we needed to:•Surprise vets with new imagery that was different and push the boundaries – the campaign needed to stand out from the typical portrayal of negative images of pets struggling with mobility and become aspirational•Give reps a fresh approach to discuss Metacam with vets who have meloxicam (Metacam) apathy•After initial veterinary launch, find ways to reach owners with an educational message about pets and arthritis so they would seek out their vet for advice. Research indicates half of owners share their pet pictures online and so a shareable website app that raised arthritis awareness formed part of the campaign.
Campaign Description:
To breathe life into Metacam, a relatively old product, we needed to show it still has what it takes to keep cats and dogs with arthritis enjoying life and give it some star status. We took inspiration from musical artists who have not let age define them and who are still energetic and full of life.The ageing rocker who’s still touring, Keith Richards; the diva who consistently amazes with her ability to compete with younger artists, Madonna; and the country star whose bubbly personality belies her years, Dolly Parton. Each has a distinctive identity, unique features that could subtly identify them but who all had the same thing in common. They’re still going strong.The characters were created piece by piece with still photography, library shots and digital painting – each having some unique characteristics of our ageing stars along with Metacam’s distinctive colour.
Audience:
Owners of cats and dogs who may have an ageing pet and put their slowness and stiffness down simply to old age. The pet owners specifically targeted are those who care about their pets and visit a vet when they think necessary.
Outcome:
With the campaign having just launched in February 2016, it’s too early to see effect on Australian sales, but early New Zealand results show a 14.6% increase in March-April sales over previous month and 21% increase from the previous year.Feedback so far has been extremely positive from a team who has desperately needed something new to make Metacam relevant again.“With so many generics on the market, we needed to jolt vets out of their meloxicam apathy – this is certainly a different direction for the brand.”Alison Barker – Product & Marketing Operations Manager, BI Animal Health“What a breath of fresh air! Love the old rocker connection! Hilarious.”Nicola Mann – Senior Territory Sales Manager, BI Animal Health“I love our 2 new characters Keith and Madonna!”Hannah Ryan – Territory Sales Manager, BI Animal Health“Love the new Metacam branding!”Eve Perry – BI Animal Health
Brief with projected outcomes:
Australian Veterinary Regulations (APVMA) prohibit the advertising of animal prescription products to consumers. Communications can be made directly to veterinary professionals only. Raising awareness of the disease area to consumers is permitted, accompanied by a message to seek advice from a vet.
Execution:
The 'Still going strong' campaign was a staged approach, launching to clinics first followed by the launch of an online awareness website with web application.Stage one – clinic executions:•Counter top brochuresTo help raise awareness of arthritis, signs to look out for and strategies to manage it with the importance of vet visits emphasised.•Clinic postersEach star had their own headline. Posters are double sided with 'Spot the signs of arthritis' messaging for pet owners•Tote bagsSpecially designed bags that held posters, owner brochure stand, arthritis trackers and t-shirts.Stage two – owner arthritis awareness:•Website demonstrating arthritis awareness along with a shareable/personalised dog and cat star function