Archive for the ‘opportunistic marketing’ tag
Pharmageddon 2012 – the end of an era for pharmaceutical marketing?
Microsite
Have you heard of Pharmageddon 2012? If you follow the pharmaceutical industry on social media at all, it’s almost impossible not to. It’s on YouTube, Facebook, Flickr. It has it’s own blog on the Wordpress site, it’s listed on Technocrati, there’s an RSS feed and they’re also on Twitter.
Can we talk about an over-saturation of social media here? Maybe… but it’s certainly an interesting way of promoting the use of those new communications channels readily available to everyone.
Visine’s commando marketing in Australia
Visine dry eye relief
About the marketing effort
On Wednesday 23rd September 2009, Sydney experienced one of its worse dust storms on record when winds of up to 100km/h shifted more than 75,000 tonnes of orange dust every hour from the Australian outback and then blanketed the city in a thick film of red.
Unlike anything ever seen before by residents or weather experts, the dust storm provided a perfect tactical opportunity for Visine Dry Eye Relief. Using a saline solution, we stenciled the Visine logo onto dust-covered sidewalks, cars and shop-front windows around Sydney, highlighting the product’s ability to soothe and refresh dry eyes.
Visine is a brand of eye drops produced by Johnson & Johnson. Johnson & Johnson acquired Visine, along with Pfizer’s entire consumer healthcare portfolio, in December 2006.
The active ingredients in the original Visine formulation are potassium chloride and tetrahydrozoline hydrochloride which is a vasoconstrictor, and therefore constricts the eye’s superficial blood vessels to “get the red out”, as claimed in Johnson & Johnson’s advertising.
Agency: JWT Sydney, Australia
Associate Creative Director: John Lam
Creative Group Head: Laurie Geddes
Art Director: Steven Iannello
Copywriter: Ben Clare
Group Account Director: Paul Coles
Brand name: Visine
Generic name/category: potassium chloride and tetrahydrozoline hydrochloride, ophtalmology
Company: Johnson & Johnson
Country/Market: Australia, Oceania
Indication(s)/use: Dry Eye
Target: Consumers (DTC)
Tagline: Visine dry eye relief
Medium: commando marketing / guerrilla marketing
Size/duration: Decal, sidewalks
Publication/Aired: September 2009
To see all of this brand’s ads on AdPharm, click here
