Viagra Promo, Case study VIAGRA EXPRESS MASTHEAD by M&C Saatchi Auckland

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VIAGRA EXPRESS MASTHEAD

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Released June 2010

Credits & Description

Category: Best Use of Print
Advertiser: PFIZER NEW ZEALAND
Product/Service: VIAGRA
Agency: M&C SAATCHI
Date of First Appearance: Jun 15 2010
Entrant Company: M&C SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Dave King (M&C Saatchi)
Client Services Director: James Johnston (M&C Saatchi)
Account Manager: Amy Ivancic (M&C Saatchi)
Finishing Artist: Woody (M&C Saatchi)
Media placement: Newspaper - Front Cover - 15 June 2010

Insights, Strategy & the Idea
The gay market had not been specifically targeted by Pfizer, with the sole audience historically being heterosexual couples. However, we were presented with an opportunity to advertise in the ‘sex’ issue of Express, New Zealand’s leading gay newspaper.

Observing that this market demand more help with sustained erections due to their lifestyle, coupled with their propensity to pay a premium for quality brands and products that work, this issue was ideal for a tactical initiative.

Insight: Viagra makes you erect.

Creative Execution
Take the horizontal masthead of the ‘sex Issue’ of Express – New Zealand’s preeminent gay newspaper and erect it. Something every regular reader would notice. Punctuate it with the Viagra pill.

The same issue featured editorial focused on the risk associated with counterfeit erection enhancement drugs. This provided us with an ideal opportunity to follow the tactical masthead augmentation with a Viagra branded advertorial within the publication - to communicate the efficacy and safety benefits offered by Viagra.

Results and Effectiveness
Sales and brand health were not specifically tracked against this initiative. According to the Editor in Chief of Express, the gay readership loved it (and they celebrated hard at the sex issue party).