Emla - Flu shot campaign

Customer
Aspen Netherlands

Our role
Strategy
Concept
Design
Sound design
Online marketing

Deliverables
Campaign concept
Banner set
Vertical shelf banner
Floor Sticker
Radio commercial

Date
Q3 and Q4 2024

Flu season begins again in the fall and that means people can expect an invitation for the annual flu shot. But what do you do if you are dreading the shot? Then you can make use of the Emla plaster, a plaster that numbs the skin and thus relieves the pain when pricked. With Emla's new flu shot campaign, we want to give people the confidence that worrying about getting a shot doesn't have to get in the way of getting this vaccination.

In order to maximize reach, the choice was made to spread this campaign message on different channels, also known as multichannel marketing. People need multiple touch points to proceed to conversion. In addition, we go for an unambiguous and consistent design to strengthen the recognizability of the campaign. We combine online and offline marketing for this campaign. Wondering how exactly we did that? You can read more about it in this case.

''Are you getting a vaccination soon? Like the flu shot?" Plakken, Prikken, Klaar with Emla Plasters. Emla Plasters numb the skin and soothe the pain of pricks."

Targeting Emla patch

Aspen Netherlands' objective is to increase brand awareness around the Emla plaster. As you read earlier in our case about the Emla plaster campaign we started earlier, the Emla plaster is very well known among healthcare professionals, but not yet among consumers. So in the 'business to consumer' market lie the opportunities. The main target group for the Emla plaster is women between the ages of 20 and 45. Now you may think, how relevant is this target group when it comes to the flu shot? Everyone over the age of 60 receives an invitation for the flu shot, but that does not mean that people of a younger age are excluded. For example, there are young people at increased risk or pregnant women who do qualify. There are also younger people who opt for the flu vaccination on their own initiative.

When designing the banners for the online marketing campaign, we chose a design with representative campaign faces to ensure that the target audience can identify with the message. The clear call to action shows where the patch can be purchased and the core message of the campaign is communicated in the same way across all assets. Have you already come across the campaign on Facebook or Instagram? Or have you seen the campaign pass by on Google? That's possible, because to generate the widest possible reach, we also deploy social media marketing in addition to SEA.

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Retail marketing at Etos

In addition to an online marketing campaign, we deployed retail marketing to increase visibility and reach. The Emla patch is on sale at Etos and especially for the flu shot campaign we designed a vertical shelf banner and a floor sticker that can be seen in all Etos stores in the Netherlands. By deploying these resources, we bring the campaign message to the attention of customers where it matters: at the Emla patch shelf. In addition to these in-store resources, the Emla patch will be featured in the Etos brochure during these campaign weeks. The in-store expressions combined with the mention in the leaflets have shown effective results before, statistics show. During the deployment of retail marketing we see a clear peak in the number of visitors on the website in combination with a higher purchase intention.

On the banners and floor stickers, we reference the Emla website and specifically the point-of-sale page with a QR code. This gives customers the opportunity to quickly read more about the Emla patch and specifically how it can be used. In fact, recently you can watch an instructional video to see for yourself how easy it is to stick the patch on the site of your puncture or vaccination and thus numb your skin. During campaign, we will measure how many people use this QR code so that we can use this data to permanently optimize the strategy for Emla.

Plakken, Prikken, Klaar! \ Emla patch flu shot !!! Plakken, Prikken, Klaar! \ Emla patch Flu shot fall campaign Plakken, Prikken, Klaar! \ Emla patch flu shot fall campaign Plakken, Prikken, Klaar! \ Emla patch Flu shot Fall campaign

Above the line marketing

When we want to reach a wide audience through mass media such as television, newspapers, radio, magazines and billboards, we are talking about above-the-line marketing. This marketing strategy makes it possible to increase your brand awareness among a broad target group and build brand awareness. For this reason, following the online marketing campaign and the use of retail marketing at Etos, we chose to develop a radio commercial with custom made audio together with Aspen Nederland.

For us the opportunity to link the slogan 'Plakken, prikken, klaar' to getting the flu shot, further strengthening the association with the product.

Based on audience segmentation, we chose to deploy the radio commercial on Qmusic. This is because statistics show that Qmusic has a high listening density and Emla's target group is well represented among listeners.

Radio commercial on Qmusic

When we talk about a brand identity we quickly think in visual terms: corporate identity, branding, typography and colors. But audio is just as much a part of your branding. It gives you the opportunity to further build the recognition of your brand and strengthen the emotional connection with your target audience. For these reasons, we worked with a sound designer who was able to bring Emla's style back into the composition of the radio commercial through custom-made audio. A voice-over was chosen that matches Emla's fresh, smooth and colorful branding and the slogan 'Plakken, prikken, klaar' now works as a recognizable musical payoff.

The radio commercial was heard on Qmusic in week 42, have you heard it and is it earworm for you yet? In the statistics we can see that the use of the radio commercial has further strengthened the awareness around the Emla brand and Emla patch as a product.

By combining online marketing, retail marketing at Etos and above-the-line marketing through a radio commercial on Qmusic, we succeeded in reaching a wide audience with Emla. By communicating the campaign message consistently through a recognizable design on various channels, we increased the visibility of the Emla patch and increased the buying intention. So when you want to get the flu shot but still look up to it, now you know what you can do.