Technology Vendor: United Virtualities
Publisher(s): Multiple
With prescription medications, our number one objective is to make sure that a consumer remembers the brand when they go to the doctor’s office. Using the image of the "Rhino" to reinforce Rhinocort Aqua was therefore very important. It's a very memorable use of the brand and connects well with the company’s Website.
We literally wanted to break through the clutter, without being too heavy handed about it -- subtle but memorable. We really wanted to think about creative ways to utilize United Virtualities' Shoshkele -- not to follow what others had done, but to use it to it's maximum potential.
We utilize many placements within a campaign, and we target specific pieces of creative based on what we feel the best use is for that placement. So one placement may be best used to drive awareness while others are best for direct response. The Shoshkele was used to drive awareness and was targeted towards those types of placements.
Everyone is very happy with the results we've seen and the good industry buzz and awards this campaign has generated. We have creative running over the next few months that pushes the envelope even further and will have positive impact on Rhinocort Aqua's brand.
-- Spencer Lewis, Client Service Director, NetPlus Marketing
When this was originally done, it was the first floating ad campaign for the pharmaceutical industry. It was also the first floating ad execution for NetPlus marketing. (With this in mind) the goal from United Virtualities’s standpoint was to help build a strong case for the success of rich media within the conservative pharmaceutical industry. And since Shoshkele can be customized by United Virtualities and created specifically for each site on an agency’s media plan, there really were very few "technology" hurdles to overcome.
-- Eric Beiner, National Sales Director, United Virtualities
A rhinoceros is a large, powerful animal considered to be one of the world’s “Big 5”. Rhinocort Aqua is a prescription nasal spray that's both Tough on Nasal Allergies, and Gentle on the Nose™. Put them together and you have the recipe for a (literal) breakthrough campaign to bring a prescription spray to life. And best still, no animals were harmed in the development of this award-winning commercial! The contextual relevancy from placing this message across weather-related sites is sublime. I also encourage you to visit the Rhinocort Website for a rare sighting: advertising continuity on a homepage!