Our TVC chases the competitors outta town
Vamousse winner of Product of the Year – Best OTC Advertising.
Cumulative ex-factory sales are 213% of Budget, with demand requiring emergency production runs and air freight to UK from USA.
Despite absence of prior brand awareness, advertising drove Vamousse rates of sale to levels that establish it as a key player.
Vamousse has a particularly compelling product proposition within the head lice category, based on a combination of performance and convenience.
Truths revealed abnormal levels of frustration with head lice products relative to other OTC categories.
Mums of primary school kids (the primary users) directed their anger at products that fail to deliver against efficacy promises.
OUTTHINKING THE COMPETITION
With a crowded marketplace and millions of competitive media pounds being spent, it was essential that a big creative idea could do justice to outstanding efficacy credentials. The brief sought to embed a creative route in the insight that mums are frustrated by the inconvenience and cost of infestation.
The rich and visual nature of the TVC provided the bedrock of a highly integrated UK launch campaign. In various forms, cinema, digital display advertising, website, social media (Facebook & Twitter) and a branded app game.