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CASE RELEVANCE
Created an effective, target-relevant creative campaign that resonated on a highly regulated environment.
THE CHALLENGE
Pharmaceutical advertising guidelines limit any consumer-oriented communication to only state the name, price, and quantity for any branded drug. Working within these guidelines, find a way to build awareness for the brand, differentiate Tri-cyclen lo from its competitors, and empower young, female consumers to speak to their doctor about Tri-cyclen lo.
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THE SOLUTION
Use the word "try" as a creative hook to play off the brand name and empower girls to feel good about the choices they make.
The TV, OOH, and online creative are all integrated around encouraging girls to "try new things". Lifestyle vignettes featured in TV and OOH appeal to a broad audience and show real girls. The online platform is updated weekly with new interactive activities to engage girls often and ensure the brand is top of mind when they are ready to speak to their doctor.
RESULTS
The campaign launched in May 2006. Preliminary online results are very encouraging. In the first three weeks,
TryThisTryThat.com has seen over 11,000 sessions, with the average session lasting more than 3 minutes.
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