Client - Mutual Community & Pharmacy Guild
Objective - Reinforce the role of pharmacists as an approachable
community healthcare specialist.
Problem - Efficacy. Traditional ads with pictures of "trusted"
pharmacists in white coats reinforce the pharmacist's role as a professional but
fail to deliver the needed "cut through" to be noticed, nor the impact to be
remembered. There is also an inate resistance in people to ads centred around
health issues.
Strategy - Develop a simple, memorable creative execution, with high
entertainment value, that overcomes the target market's natural resisitance to
identifying with health problems. The execution must reinforce the professional
role of pharmacy.
Creative Solution - Use colourful animated characters in humourous
situations.
Disciplines employed - Advertising & PR - TV Plus Full Colour Full
Page ads with 30 sec radio on a two station buy. PR with editorial on talkback
radio.
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