Frontline Spot On A Case History

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How t7F London increased brand engagement and compliance of Frontline Spot On through a interactive online solution.

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Frontline Spot On A Case History

  1. 1. take an offline brand ONLINE and roll the strategy out GLOBALLY
  2. 2. <ul><li>The combination of : </li></ul><ul><li>new consumer insight </li></ul><ul><li>revolutionary advertising strategy </li></ul><ul><li>an interactive online solution </li></ul><ul><li>Increased brand engagement and </li></ul><ul><li>compliance of FRONTLINE Spot On </li></ul>HOW ?
  3. 3. <ul><li>FRONTLINE Spot On is the leading flea and tick treatment for pets </li></ul><ul><li>Merial Animal Health (owner of FRONTLINE Spot On ) had been following a global website strategy for the brand resulting in a corporate sterile website </li></ul><ul><li>Advertising strategy was 100% broad TV spend, no online activity using a bland European commercial </li></ul><ul><li>The challenge was to make FRONTLINE Spot On more consumer friendly, to make the European TV advert relevant to the UK market and to start a one to one dialogue with British consumers </li></ul>BACKGROUND
  4. 4. <ul><li>INSIGHT : </li></ul><ul><li>Target audience of pet owners were going online but not to the FRONTLINE Spot On site </li></ul><ul><li>Identified that pet owners’ key motivation was maintaining a close relationship with their pet </li></ul><ul><li>Pet owners share photos of loved ones and are heavy users of social network and photo sites </li></ul>DISCOVERY
  5. 5. <ul><li>FRONTLINE Spot On had to support and nurture the relationship owners had with their pets </li></ul><ul><li>The advertising strategy was revolutionised from 100% broad TV spend to include a comprehensive, integrated online solution </li></ul><ul><li>Enabling dialogue and one to one communication with pet owners </li></ul>IDENTIFICATION
  6. 6. <ul><li>To create an online gateway for consumers which epitomises the product benefit of FRONTLINE Spot On </li></ul>THE IDEA
  7. 7. CONSTRUCTION  April 2009 2 x micro-sites created allowing consumers to access the FRONTLINE Spot On brand
  8. 8. CONSTRUCTION Monthly photo competition, winning entries sent a personalised mug (your hug on a mug) Blog Photo sharing gallery Podcast discussion based advice Access points created on key social networks (Facebook, BEBO) Optimised search activity
  9. 9. EXECUTION
  10. 10. <ul><li>Over 170,000 visits to microsites </li></ul><ul><li>Hundreds of photos uploaded </li></ul><ul><li>Almost 2,000 searches on vet finder section demonstrated high intention to purchase </li></ul><ul><li>As a result of the success in 2008, the UK took control of TV creative in 2009 based on the HugYourPet concept </li></ul><ul><li>HugYourPet was so successful the strategy is being rolled out globally in 2009 </li></ul>EXECUTION
  11. 11. What do we do? Brand strategy and campaign development.A bespoke creative agency mixing market analysis with lateral thinking.Specialist in premium & challenger brands, especially in alcohol & travel.

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