Dioralyte TV advert

Unlike perfume, cars or food, people don’t aspire to buy medicines. This poses a challenge when advertising medicine on TV where most other ads competing to reach the audience’s front-of-mind have the advantage of displaying something desirable. So how do you go about cutting through this noise and steering attention onto a product designed to relieve the dehydrating symptoms of diarrhoea? Here’s how….

The brief

Following the success of Bang’s first TV ad for Dioralyte that boosted its category share from 76% to 91%, Sanofi chose Bang to produce its next campaign, involving a new TV ad, website, digital advertising and point-of-sale materials.

What we did

Creative concepts
Focus groups
Script writing
Storyboarding
Production
Web design and content
Copywriting
Digital advertising
Press advertising
Point-of-Sale materials

The solution

The lightly warped, slapstick humour focussed on a family, with mum very much at the centre of things, doing whatever it takes to keep her family hydrated, to reflect the primary audience of the popular rehydration powder.

To differentiate itself from the typically bland and straightforward approach to most medical advertising it was filmed in a quirky style influenced by both Fifties’ fashion and the cinema of Jean-Pierre Jeunet (perhaps best known for the 2001 film Amélie).

The striking imagery was carried across to the other campaign materials including a product website filled with information to not only help those seeking relief from dehydration but also explaining what it is and the many ways it can transpire all built around a theme of ‘healthy hydration’.

The outcome

The ad aired during the summer across national mainstream channels such as ITV1, Channel 4 and Channel 5 to reach about 10.2 million people. It extended this reach through video-on-demand advertising and display advertising on YouTube targetting mothers, travellers and young professionals, all driven towards the product website.

Want to discuss a project like this?

We'd love to help you out. Contact us on hello@bang-on.net or call + 44 (0)1256 370900

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