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Elastoplast® launches Spray Plaster Innovation with Animated Hero through TBWA\LONDON

12\06\2006

Elastoplast® is launching its latest product innovation — new Elastoplast® Spray Plasters - with a £1.1m TV and print campaign created by TBWA\LONDON. Breaking on 19th June the 30” TV ad features Spray Plaster Can as an animated hero to drive awareness of the product by engaging with the consumer.

With a powerful voiceover from Brian Blessed, the ad features the animated Spray Plaster hero demonstrating the benefits of the clear flexible film that sprays on and stays on even awkward places. The Spray Plaster then thwarts a gang of onrushing dirts and germs, demonstrating how this technological breakthrough in woundcare also provides maximum plaster protection.

The campaign is another big and Disruptive idea from TBWA\LONDON. The campaign has eschewed the communication Conventions of the First Aid category, which typically use a ‘problem-solution’ approach focusing on wounds. This campaign engages consumers, Disrupting convention, by using animation to communicate the healing benefits forcing consumers to reassess Elastoplast® and revive the category by engaging with the consumer with a memorable and endearing character.

Samantha Wright, Beiersdorf Category Marketing Manager, Personal Care said “The first aid category is a mature, low interest market. To attract consumers’ attention to new Spray Plaster we challenged the category communication conventions. TBWA\LONDON’s Disruptive approach moved away from images of wounds to a much more modern and engaging communication style, which connects with consumers and sets Elastoplast’s® advertising apart from the competition.”

Wendie Stone, European Disruption Director, TBWA\LONDON said “Following on from the SilverHealing Plasterman, Elastoplast® have introduced another iconic brand hero in the shape of this cheeky little animated character. It builds on the creative idea developed last year and continues TBWA\LONDON’s Disruptive approach to Elastoplast’s® communications by avoiding the conventional body-part/wound focused approach that we so commonly see and as a result, will continue to ensure that Elasoplast® stands out within the advanced wound care category.”

The campaign was created by Tim Fitzgerald and Bryn Jones, with media planning and buying through Carat. - ends - For further information please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607 Credits Media Spend - £1.1m Project — Spray Plasters Client — Samantha Wright — Beiersdorf, Category Marketing Manager, Personal Care Brief — Launch and drive awareness of Elastoplast Spray Plasters Creative Agency - TBWA\LONDON Writer - Tim Fitzgerald and Bryn Jones Art Director - Tim Fitzgerald and Bryn Jones Agency Producer — Khirsty McCarter Illustrator — Mic Graves Director — Mic Graves Agency Planner — Iain Sawbridge Media Agency — Carat Media Planner — Nick Kavanagh Exposure - National TV, Print, Poster Production — Studio AKA Producer — Nikki Kefford-White Post Production — Rushes

Author:

Avril Canavan

Tags:

elastoplast

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