JWT London is launching an integrated advertising campaign for allergy medication brand Benadryl.
The work will be the first integrated campaign for Benadryl since JWT’s merger with RMG Connect last year. This campaign continues Benadryl’s ‘War on Allergies’ drive which launched last spring with an award winning TV spot.
The second phase is made up of TV, online banner ads and social media. The digital elements of the campaign will drive visitors to a new website offering consumers a safe haven against the suffering caused by allergies.
The main objective of this latest push is to position Benadryl as a brand that clearly understands the true needs of allergy sufferers and offers resources to help them fight the problem.
The creative idea is based on the concept of a ‘war on allergies’, showing allergy sufferers as being under attack from pollen and other allergens. Benadryl is presented as the weapon with which they can fight back and win the war.
The TV ad shows close-ups of pollen, seeds and bees, accompanied by sound effects of guns, explosions and helicopters, dramatising the threat that nature imposes on allergy sufferers.
The website, https://www.benadryl.co.uk/join-the-resistance/default.aspx is themed as a resistance bunker, with video clips of two military-style characters guiding users through the site.
A section entitled ‘Air Raid Updates’ allows users to enter their postcodes and get up-to-date information on the pollen count in their area.
Other sections include ‘Know Your Enemy’, which provides information on allergens and how to avoid them, and ‘Join the Resistance’, which allows users to sign up for daily pollen alerts or for an iPhone app offering up to the minute updates.
The website production was handled by JWT’s in-house production arm The Confessional. Red Box Digital also provided support on the technical production.
Paul Banham, digital creative director at JWT, comments: “Creating a war on allergies, with Benadryl at the heart of it, has created a strong theme for the brand with a strong platform for communicating product messages and relevant content through a range of different channels.”
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