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Proud: EG wins Bronze Effie with its consumer campaign:
“EG - affordable medicines in the Home and heart of all Belgians “

Why this campaign?

EG is leading the market of medicines in Belgium. We have a portfolio of 700 medicines and consumer care products for the treatment of health problems in nearly every therapeutic area.

EG sells over 28 mio units per year in Belgium

EG is the most prescribed brand, the biggest brand in pharmacies and present in the medicine cabinet of every Belgian. However… people didn´t know EG at all. The spontaneous brand awareness of EG was only at 7%.

Our challenge was to double the brand awareness of EG and to build brand preference from scratch.

How did we construct this campaign?

The twofold objective led to 2 separate campaigns.

  1. Awareness campaign

EG is already available in the medicine cabinet of every Belgian. That's a strong consumer insight for us to build upon. We launched the ‘What does every Belgian have at home without knowing it?’-campaign in two phases:

  • the teasing: we dropped the question everywhere (tv, radio, social) and got people talking about it. We did 120 street interviews, selected 20 funny answers and put them on TV, radio and in digital. We launched #ikweethetzeker #jensuissur to catch all answers.

  • the reveal: three weeks later, we visited people and let them discover they have EG in their homes. We ran it on TV and digital. The audience which engaged during the teasing phase was retargeted to make sure it received the answer they had shown interest in. The print campaign was simple: it showed people showing the EG product. Only, the models were not models, but EG colleagues. It served as a consumer but also as an internal motivational campaign. In all channels we introduced, for the first time, the affordable medicine-framing.
  1. Brand image campaign

When you get a call saying something terrible happened to a loved one, your world stops turning. You would do anything to see your loved one healthy again.

This is a very powerful and emotional consumer insight. We built the Viking campaign on it. A lovely story of a little girl giving the most precious gift she got from grandma back to grandma. In her world, this is what she can do to help her grandma feel better again. A very recognizable, deeply emotional story. It allowed us to connect with the audience on a deep emotional level to create those positive feelings for EG.

We brought the story where it could do its job best: on television and YouTube. The full Viking story is a video of 1:40 min. We didn´t try to cut the story short to fit the shorter formats, we'd lose its emotional strength. Instead, we created 6-sec trailers and ran them on the social platforms as if it were trailers for a new movie.

During the Christmas period, an activation started on our digital platform. People could send holiday wishes to loved ones, starring the little girl and the Viking.

TV sponsoring and shorter online videos also supported the ‘engagement’ message, inviting people to send their wishes on the web platform.

As we did in the first campaign, we used this campaign to strengthen the affordable medicine-framing too. This time linking it with the positive feelings we created with the commercial.

Results

  1. Engagement, attribution and recognition scores are high, mental availability rises dramatically.
    • We got people talking

      People engage more than 134K times with the At Home campaign. They like it 52K times, leave more than 5K comments.

      The core of the Viking campaign, the 1:40 min movie, gets watched more than 2 mio times on YouTube. More than 3K wishes are sent via the platform. People spontaneously leave very positive comments on social media showing we created those positive feelings we are looking to create. Cheering for a 1:40 min TV commercial? It’s been a long time.

      • We outperformed the attribution and recognition scores

      “Uitzonderlijke MIP-scores voor een eerste campagne van een onbekend merk” is how the MIP-report from DPG starts. The radio campaign got equally exceptional scores beating the average results in the DIVA research.  The same counts for the print campaign, with higher effective scores vs benchmark.

      • Resulting in a dramatic increase of the mental availability scores

      EG’s spontaneous awareness increases from 7% to 16%, making it the indisputable leader in the market.

  2. Touching people’s hearts, creating positive feelings for the brand

  3. The results on several emotional items of the MIP report confirm we succeed in creating those ‘warm and positive feelings’ (60%) with the Viking campaign. It outperforms the average for Total TV on all topics, especially ‘Original ‘(64%) and ‘Pleasant’ (60%). The EG brand outperforms Total TV by far and enjoys the highest scores on ‘Makes me feel good’ (75%), ‘Useful to me’(76%) and ‘Positive Opinion’(79%).

    That was confirmed by the Profacts study in January 2019: EG enjoys, compared with its competitors, the highest score on positive feelings.

    This is how we brought EG straight in the home and the heart of every Belgian!