Healthcare: Savlon highlights importance of play

Novartis Consumer Health wanted to raise awareness of Savlon's range of products and change the 'traditional' image of its first aid brand.

Savlon: Encouraging outdoor play
Savlon: Encouraging outdoor play

Campaign: Savlon Adventure in Play
Client: Savlon, Novartis Consumer Health
PR team: 3 Monkeys Communications
Timescale: June-August 2011
Budget: £120,000

 

Objectives

  • - To make consumers perceive Savlon's products as relevant
  • - To raise awareness of products other than antiseptic cream.

Strategy and plan

The PR team developed a campaign that encouraged outdoor play while highlighting Savlon as the go-to brand for first aid. Together with Play England, it commissioned research to prove that outdoor play is in danger of disappearing. Savlon then sponsored and gave out samples at Play England's annual Playday. An interactive map on Savlon's website directed parents to play areas.

Measurement and evaluation

The campaign received more than 300 pieces of coverage, including articles in The Daily Telegraph and Daily Mail, and interviews on Daybreak and ITV Central News.

Results

During the 12-week campaign, Savlon saw extra sales of £340,000.

The Playday website received more than 44,500 visits and 520 events were organised by members of the public. Savlon's website traffic increased by 53 per cent.

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