LloydsDirect

One Less Thing To Worry About

TV-Led Integrated Campaign

Region:

National, UK

Duration:

Ongoing since March 2021

TV Response Rate

Response Rate Healthcare Benchmark

0.2%

Response Rate up from 0.05%

Ekstasy identified the strategic value in targeting the "worriers" and came up with the tagline "One Less Thing to Worry About". Worriers wish to lead a normal lifestyle and do not want to worry about repeat medication. The campaign intentionally uses humour and does not try to sell the product, instead revolves around storytelling and building a brand recall with endearing characters in an episodic series, in this case a couple - Barbara and Noah. Echo can at least help Barbara take care of her medication, if not her partner. The campaign was turned around in under 8 weeks from pitch to go live. Ekstasy worked as the Creative Agency for the campaign. Looking after all phases of the project ranging from Strategy, Creative, Production and Delivery.

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Challenge

Increase brand awareness for LloydsDirect which helps patients to order their repeat prescriptions.

It is an important service that a lot of people need but not a lot of them have taken up the offer, mostly because digital channels have plateaued in terms of getting conversions so LloydsDirect is looking at Above-the-Line channels to reach out to the 50+ audience.

Challenge

Strategy

We decided to entertain people in 30 sec spots rather than selling product features and have a serialised approach to the ads.

So the 50+ audience builds a connection with the husband and wife in the ad. Allowing us to build a communication platform, on which we can build for the client in the future, spots by repeating the characters.

Strategy

Execution

Two 30” TV spots have been made as episode 1 and 2 and their cut downs of 10” and 15” have also been made to work across DRTV and Online channels.

Ten photographs have been selected that will be used in image based ads across all digital channels.

Execution

Echo by Lloyds Pharmacy

Head of Marketing

From pitch to production, it’s been a pleasure to work with Ekstasy’s creative team on our first live action TV ad. The Echo team were impressed by Ekstasy’s unique approach to reaching our target audience. Considering the lifestyle and emotion of our target audience, rather than demographics, landed us with a campaign theme we truly believed in and we hoped would resonate with patients. We love Ekstasy’s approach to storytelling and are delighted that the TV ad has performed above benchmark, alongside expert media buying capabilities. During the project, communication between Echo and Ekstasy teams was unrivalled and as a result the project was delivered on time and to a high standard. It’s been a pleasure to launch such a successful campaign together!

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