2011 Gold Best direct response print advertising including inserts | DMA
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2011 Gold Best direct response print advertising including inserts

01 Dec 2011

Client Lloydspharmacy

What is wonderful about this work? Precise and sensitive crafting built a rapport and persuades the target audience to seek online medical help for personal male problems they might otherwise learn to live with. For the three months following launch year-on-year site visits increased by 38% uplift, transactions by 36% uplift and revenue by 44%.

What details of the strategy make this a winning entry? We wanted to dominate the market for online treatment of ‘men’s problems’. In the UK, 40% of men will be affected by impotence, 30% by premature ejaculation and 65% by baldness. Men are significantly less likely than women to visit their GP or ask a pharmacist for medical advice: our aim was to overcome this, getting men to visit Lloydspharmacy’s Online Doctor. We used insight-driven press ads. National press was the ideal vehicle, combining reach with proof that the conditions are normal and acceptable. Insights underpinning the creative brief and media selection included: understanding barriers to asking a GP/pharmacist for advice; the ages at which each of the conditions is likely to be a problem; the demographic profile of Online Doctor customers; and female partners’ influence of heterosexual males. Titles included: The Daily Telegraph (older men), FHM and The Sun (younger men), Daily Express (female partners). Tabloid back pages and broadsheet sports supplements were used tactically to raise awareness and drive response.

How did creativity bring the strategy to life? We had to capture attention and build a rapport, so we took a carefully considered, humour-led approach. The target profile and the nature of the challenge gave us scope to stretch the Lloydspharmacy brand. A strong visual acted subliminally to overcome the most challenging barrier – denial. Once we had attention – and acceptance – we worked quickly. The copy is concise and communicates the more serious message: with Online Doctor you can purchase genuine medicines quickly and discreetly. And the call to action was clear: go online today for expert healthcare that you can trust. An older man took the hero role for newspapers such as The Daily Telegraph and a younger man for the likes of FHM. By carefully developing the tone and message we connected with the target groups and successfully influenced their behaviour.

Results Visits increased significantly for the three months following launch, compared to the same period in 2010: from 250,815 to 346,524 (38% uplift). Transactions surrounding treatments for the three conditions went from 20,605 to 28,094 (36% uplift). Revenue increased from £1,438,311 to £2,073,208 (44% uplift), putting Lloydspharmacy on track to achieve an annual revenue of over £8,292,832. Online Doctor sales broke the never-before-achieved £100,000 per week threshold for nine weeks.

Judge's comment:“Great insight lies at the heart of this campaign. By using humour and tailoring the execution to suit the title, this campaign does a great job of normalising highly personal issues to deliver some very strong results.” Mike Colling, Mike Colling & Company

Team Peter Wilton – Head of Brand and Marketing Communications, Lloydspharmacy Alex Beaumont – Senior Marketing Manager, Prescription Services, Lloydspharmacy Lucy Barter – Account Director Corinne LeLoup – Group Account Director Jamie Rudd – Art Director Claire Robinson – Copywriter Paula Lipscombe – Senior Account Manager Ellie Warner – Account Manager Mat Moxey – Senior Creative Artworker Neil Fox – Partner: Strategy

Other contributors Feathers Brooksbank – Media Shadowplay (Phil James) – Photography

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