Welcome, Guest [Sign In]

December 2006 - Strategy Magazine
Special Report: Agency of the Year

Finalist: BBDO Canada

by Natalia Williams
page 54

CASE STUDIES

LEVITRA

Levitra launched in 2004 but suffered from undifferentiated positioning compared to those other erectile dysfunction (ED) products. Two years later Levitra had only achieved a 7% share of the ED category versus Viagra's 60%, and Cialis at 33%. The challenge was to reach mature, adventurous men aged 45+ with ED who had not sought treatment, while dealing with strong competition and the limitations of mass advertising in the prescription drug category. The key point of difference to communicate: Levitra can get you ready for action in as little as five minutes, compared to Viagra's 10 minutes, and two hours for Cialis.

BBDO's response was the tongue-in-cheek approach that used the nuances and innuendo of the DIY world and a fictional building supply company called the Levitra Concrete Company to sell a material of a "hard and fast" nature to home handymen. Ambient media and viral films posted on the Net drove consumers to a website where the full Levitra story could be told.

The campaign launched recently, so full results are unavailable, but an initial online survey of 200 Canadian men showed promising results: They were amused by the creative approach and felt it de-stigmatized the issue; and 67% said they would ask their doctor about Levitra.

FEDEX

Although FedEx was the acknowledged category leader in both volume and product, competitors were encroaching on that territory by outspending FedEx three to one. BBDO set out to reaffirm FedEx's leadership position as the most reliable shipper. The tactic was to out-maneuver competitors, not outspend them.

BBDO's decision to use sophisticated humour to tell the stories of companies who use unreliable shippers came from a simple insight: People who are used to running late set their watches ahead 10 minutes. These companies were so accustomed to late shipments that they set their operations an entire day ahead - so at least in their minds they were never late.

The "Day ahead" concept delivered the "everyday" shipment message in television and long-format viral films posted on a "Day ahead" website. The campaign helped to generate record sales and, from a brand perspective, all core brand equity measures rose while the "Day Ahead" website received thousands of hits - more than 10,000 in the first week alone.

SNICKERS

Snickers was a brand with strong equity in the hunger satisfaction arena and although it had previously garnered high awareness, more recently had not been living up to its potential. During its 18-month hiatus from communications, competitors Oh Henry! and Mr. Big had gained momentum in the segment.

The creative solution lay in the Snickers brand essence: It is a hefty bar. This, combined with the fact that people get cranky and exhibit poor judgment when they're hungry formed the core of an engaging creative idea: Maybe you're just hungry.

The campaign was launched with guy-relevant, humorous situations depicted in two TV commercials. In one, a guy in jeans and T-shirt thwarted the beheading of a king by saying: "Is this really about Eddie here using all your tax money to build a hot tub or is everyone here just a little down 'cause they're hungry?" The campaign was subsequently rolled out into print, outdoor and guerrilla applications.

Quick Search