Orchard launches ‘Your pet is family’ integrated campaign for Pfizer’s Revolution brand
Orchard has created a new integrated campaign for Pfizer’s Revolution brand.
Revolution is a monthly treatment for cats and dogs that provides protection against fleas, heartworm and other nasties. The campaign aims to differentiate Revolution from all the other parasiticides. The new creative campaign presents a series of interesting executions to demonstrate the reality that pets are an integral member of the family.
Says Orchard Creative Director, Nitin Mistry: “We wanted to disrupt a very functional advertising category. Traditional competitor advertising is based on endorsements or pure product attributes. Our research told us how Pets are a very real part of the modern Australian family, so we wanted to share an intimate glimpse of just how integral they are.”
Adds Revolution Marketing Manager, Lincoln Mortlock: “Our objective is to establish a clearly differentiated brand for REVOLUTION by delivering a highly relevant and emotional connection with our key audience. During our brand planning process we identified a big opportunity to grow further awareness and equity into our brand through a more above the line media mix with a more emotive creative platform which I think we have achieved.”
The television ad will launch across free to air stations during peak viewing times. Magazines and outdoor media are also added to the mix helping to tell the story of “Your pet is family” with a series of core visuals showing just how much pets have been integrated into the day-to-day lifestyle of Australian families. The campaign also integrates with the very highly engaged Pfizer Facebook communities via PawClub and ClawClub – with a community of over 70,000 members.
Creative Director: Nitin Mistry. Art Director: Jerome Gaslain. Senior Account Director: Nathan Bell. Designer: Jessica Overs. Managing Partner: Wai Kwok. Pfizer: Lincoln Mortlock, Marketing Manager. Pfizer: Stephanie Armstrong, Group Marketing Manager. Media: Match Media. Production House: The Digital Clinic. Director: Jack Wareham. Photography: Maven Productions. Sound: Sound Reservoir.
6 Comments
Such a nice, simple insight. Congrats all involved!
You needed research to tell you that pets are part of the family?
Nice and simple.
Your ‘research’ delivered a massively generic insight that you lazily translated into an equally generic spot.
Beige. That is all.
I absolutely hate it in animal spots where the eyeline of the animal is so obviously to the trainer – the dog on the couch should have been watching the TV with the couple not the trainer standing beside the TV Woof