Client: Maxwellia Lovima
Task: to launch Lovima to a distinctive 16-34 female audience and drive traffic into pharmacy stores for consultation. For the first time since the launch of the contraceptive pill over 60 years ago, the pill was to be made available to qualifying women without GP appointment and prescription. Women could go direct to pharmacy, and get the pill, after consultation with qualified counter staff.
Campaign context: Overcoming 60 years of established market practice and the inconvenience of having to book a GP appointment, to get access to a fundamental right of contemporary life. Creating a new market by driving relevant target audience into pharmacy for consultation (or online if the respondent did not want a face to face conversation) required a sophisticated messaging hierarchy to be delivered across an appropriate media mix to address potential respondent’s relevant and relative phase of life in terms of contraceptive pill usage, immediacy in terms of need, consideration attitude, and contraception qualification position.
Within the gatekeeper pharmacist’s world, generating cut through brand awareness, and appreciation of the new market opportunity, was also a core objective, both in chains and independents. Making sure the pharmacists and counter assistants were fully aware of the Lovima opportunity, and consultation dialogue when interested, qualifying consumers made brand enquiries
Solution: phased consumer activity consisting of awareness at launch from Ozone, consideration capture via ppc and social, moving into targeted TV across C4 channels, supplemented by high impact targeted pharmacy audience activity in relevant print, social and digital channels, plus targeted online CPD
