Viagra: Travel

Credits & Description:

Brand: Pfizer Consumer Healthcare
Agency: Y&R London
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Tony Malcolm, Josh Pearce, Sean Johnson
Global Brand Director Y&R: Nick Burstin
Strategy Director: Ross Cameron
Business Director: Ben Van der Gucht
Account Director: Marta Jales
Account Executive: Karolina Dovgialo
Senior Designer: Jason Hyde

Wavemaker:
Client Partner, Wavemaker Global: Zinia Bhattacharya
Strategy Director, Wavemaker Global: Francis Turner
Communications Planning Director, Wavemaker UK: Aidan Jackson-Kendall
Communications Planning Manager, Wavemaker UK: Emily Harris

Burson Cohn & Wolfe:
Managing Director: Catherine Keddie
Director: Ben Hickey
Account Director: April Hogan
Account Manager: Bethia Stone
Senior Account Executive: Florence Christie

Geometry Global UK:
Head of Strategy: Gregory Wells
Creative Director: Debbie Fagan
Art Director: Josh Crossley
Copywriter: Stephanie Gane
Business Director: Amo de Villele
Senior Account Manager: Marvin Green
Account Executive: James Lecomber

Ogilvy CommonHealth Worldwide:
Executive Creative Director: Chris Chappell
Head of Design: Paul Duncan
Managing Partner - Strategy and Planning: Lisa Roby
Senior Digital Strategist: Helen Watson
Business Director: Jonathan Lee
Account Director: Sasha Belova
Senior Project Manager: Marianne Lynch
Published: April 2018
Synopsis:
A WPP Health & Wellness team comprised of Y&R London, Wavemaker, Burson Cohn & Wolfe, Geometry UK and Ogilvy CommonHealth Worldwide has been tasked by Pfizer Consumer Healthcare to support the launch of VIAGRA CONNECT - available for the first time without a prescription from UK pharmacies - to encourage the millions of men suffering from erectile dysfunction to take action.
“4.3 million men in the UK experience erectile problems,” said Y&R global brand director Nick Burstin, “But after decades of social and personal stigma, many of them are too embarrassed to do anything about it – they feel like they are the only ones going through the problem. It was our challenge to highlight just how common their situation actually is.”
The first phase of creative for VIAGRA CONNECT from Y&R London, launching on 16th April, uses highly contextualised print and out of home advertising to help men understand the ubiquity and relative normality of erectile dysfunction. The campaign uses real world examples to vividly bring to life the number of sufferers, in an attempt to make the statistic of 4.3 millioni both more tangible and more relevant to consumers.
“4.3 million is an incredible number of men,”i said Y&R London Chief Creative Officer Jon Burley. “That’s enough men to fill every major British stadium, more men than there are words in the English language and more men than there are flights in and out of the UK in an entire year. We wanted to utilise the power of such comparative statistics to creatively deliver the message that erectile dysfunction is a common condition that can be treated without the need for a prescription.”
The campaign is supported by media strategy from Wavemaker which will leverage multimedia channels including social and content partnerships to engage with men and build normality and awareness around the condition.
The UK launch of VIAGRA CONNECT has already been supported by far-reaching PR activity conducted by Burson Cohn & Wolfe that included impactful editorial at the time of licence approval in November 2017 as well as earned media coverage during the recent in-store launch.
Geometry UK has delivered strategically-led shopper communications, research into category positioning and activation of ground-breaking, innovative trade engagement.
Ogilvy CommonHealth Worldwide has developed comprehensive educational and training materials for pharmacists so that they can confidently and appropriately supply the product to eligible men as well as educational content for the consumer website.