BBDO
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Levitra • Jeep • FedEx • Campbell's Soup At Hand • Snickers |
Levitra
Levitra launched in 2004 but suffered from undifferentiated positioning compared to those other erectile dysfunction (ED) products. Two years later Levitra had only achieved a 7% share of the ED category versus Viagra’s 60%, and Cialis at 33%. The challenge was to reach mature, adventurous men aged 45+ with ED who had not sought treatment, while dealing with strong competition and the limitations of mass advertising in the prescription drug category. The key point of difference to communicate: Levitra can get you ready for action in as little as five minutes, compared to Viagra’s 10 minutes, and two hours for Cialis.
BBDO’s response was the tongue-in-cheek approach that used the nuances and innuendo of the DIY world and a fictional building supply company called the Levitra Concrete Company to sell a material of a “hard and fast” nature to home handymen. Ambient media and viral films posted on the Net drove consumers to a Web site where the full Levitra story could be told.
The campaign launched recently, so full results are unavailable, but an initial online survey of 200 Canadian men showed promising results: They were amused by the creative approach and felt it de-stigmatized the issue; and 67% said they would ask their doctor about Levitra.
Television
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Interactive
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