With iron supplements Floradix and Feroglobin dominating the market, Spatone wanted to capture market share with a fresh new approach to how they would position their product line to consumers. the tree worked closely with their internal teams to craft a strategy and messaging framework that would work across multiple mediums and channels.
The campaign would need to be designed to both disrupt and educate the market, ultimately driving sales as a result.
After initially defining our audiences along a strict set of criteria – based on extensive research and profiling – we set about launching the “I Run on Iron” campaign. A key part of the campaign was to move away from the traditionally negative messaging around these types of products which focused on being tired, and move towards a more positive positioning, looking at the benefits of iron. Navigating compliance within this industry is also a core consideration, and any material we produced would need to adhere to strict guidelines, making this a particular challenge.
“I Run on Iron” featured numerous forms of creative, which were then seeded across a number of channels. We shot video on site in Wales where the iron rich water for Spatone is collected. Four videos formed the core of the campaign, with dozens of assets then being produced off the back of them. Each of these received phenomenal levels of engagement and successfully educated the audience about the product range.
The campaign was run outdoor as well, combining tube advertising and sampling at key train stations for maximum impact.
Geotargeted advertising was then used to amplify the outdoor components online, closing the loop.
All in all the campaign was incredibly well received, and managed to cut through by assuming an entirely different position to that of the competitors.
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