bcg2 Health & Pfizer NZ win Supplier of the Year, Best Marketing Campaign at Pharmacy Awards
bcg2 Health and Pfizer New Zealand have won the award for “Supplier of the Year, Best Marketing Campaign” at Saturday night’s New Zealand Pharmacy Awards dinner. The award was given for the current Avigra (generic Viagra) Campaign.
Uniquely both Pfizer, the manufacturer and bcg2, the advertising agency submitted a joint entry to this award illustrating the strong team work that took place in order to create this highly successful campaign.
Says Stuart Ogden, bcg2 Health GM: “Pharmacy is a key channel for the healthcare market, so it’s great to be recognised for best in class work. This highly successful campaign has not only defended the majority market share held by Viagra but has substantially grown the overall Pfizer share of the mens’ erectile dysfunction market.”
11 Comments
Boom boom.
Congrats BCG2 Well done! I just have a question. I’m pretty dam sure you can’t buy Viagra without a prescription in NZ. So how where these ads “Highly effective” using the key channel of a Pharmacy?
Thanks just saying, you are right – these are prescription meds. To answer your question, the featured print is part of the broader campaign judged , targeting consumers and GPs, we also ran specific print and tactical elements targeting Pharmacy. Re the highly effective bit – three things you have to get right with DTC prescription campaigns, getting the punters in to the doctor and asking for the brand, getting the doctors to write the brand, and then making sure the punter knows that they will walk away with the brand they asked for, from the Pharmacy, vs in this case the 3 other copy cat generics the Pharmacist could easily substitute. Avigra has built over 70% share to date (public info), hence all good so far in communicating the brand proposition across these key audiences.
a bad pun= good advertising for viagra? Look at what they do overseas for this brand and hang your heads.
Hey Soft , you need to loosen up and get a sense of humour. The overseas campiagns don’t grow the market or Viagra share, have a look as they are all going backwards. Thats because they take this condition too seriously & men are too frightened and embarressed to come forward. If a pun brings guy’s out & makes the condition more accessible isn’t that the point – whether you find the pun funny or not?
Dear soft – check the logo, this is not Viagra advertising.
The smart bit of marketing thinking here was (almost) retaining the brand name so the brand equity was carried over.
Going from Viagra to Avigra cut the price of the product to – what – about 1/3 of what it was?
Sales success is a no brainer when you cut the price of a popular, in-demand branded product by that much.
And a bunch of obvious schoolboy puns banging on about hard-ons are no-brainers as well.
This does no one in the industry any favours. Someone awarding this puerile rubbish an award will have the client believing it’s good. The points made by Pun-alicious are correct, of course viagra at a third the price is going to sell. With proper insight driven advertising it would have sold loads more than this shit.
I must disagree with Knob jokes on one detail. I do not think there was an opportunity to sell heaps more. That would involve growing the market (oh look, i made a knob pun without even trying!) rather than a simple migration. Though of course lowering the price will grow the market through simple supply and demand, but that is beside the point.
The real point is that they would have got a similar result without advertising. Look at the purchase process. A guy goes to his doctor and says, ‘Can I have some more Viagra?’ The doctors says, ‘Sure. It’s called Avigra now and is much cheaper.’ Guy goes ‘Woo hoo.’ Unless the doctor goes out of his way to sell him another alternative, that is the end of the story.
This advertising is not bad. It is just easy, obvious and was probably unnecessary. I have no problem with it, but doing something easy and obvious does not merit a round of applause, yet alone the degree of self-congratulation displayed above.
It doesn’t give me a hard on…ba-dum tssshhh!
Punalicious, I thoroughly enjoyed your thorough and competent dissection of this campaign. Bravo.