We worked with Typharm’s internal medical team plus PAGB who impose a very strict code on all UK Pharma advertising to consumers. PAGB had to approve every word of the song, mobile game, web banners etc which involved painstaking, multiple re-writes to retain the campaign’s humour, tone and ‘edginess.’

Because Docusol helps babies fill their nappies, we created an ‘unhappy nappy’ looking for the thing he wants most in life - to be filled with poo!

The campaign turned the accepted rules for UK pharma advertising on its head, using a series of jokes and wordplays, and language rarely, if ever seen in UK healthcare advertising.

We brought the nappy to life through a range of interactive content: We gave him his own website, using a range of funny display ads to drive the audience there. We made him the poo-catching hero of an addictive mobile game served to mums through programmatic media. We even took the nappy into the recording studio to record a song, released as a sharable online video.

We created sharable gifs, advertising to the trade, iPhone & desktop wallpapers, downloadable posters for the baby’s room and more. The nappy spread everywhere!

The trade campaign launched to pharmacists in 2015 and consisted of two phases. The first phase to make the trade aware of the unadvertised product and the second phase to make them aware that our consumer campaign ‘Make a Nappy Happy’ would be rolled out a few months later.

Following the trade launch we set out with targeting ‘Make a Nappy Happy’ to consumers in the form of illustrated scenarios where are a nappy character interacted with an inanimate baby related object through a joke.

Over a period of 7 months, the campaign involved an array of executions and placed on specific mum’s sites such as Mumsnet and Netmums. We used specific media companies such as programmatic mobile ad buyers to target mums on the sites they use. The media plan ranged from monthly emails to interactive games where mum’s tried to catch poo’s with our nappy character.

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We developed ‘Make a Nappy Happy’ as an integrated campaign, generating different forms of branded content to reach out across a number of touch points. We created a website, emails, online video content, press ads, an interactive game and online display banners. Each execution started or ended with a piece of branded information that helped gain awareness for the brand and product.

A recent global study highlighted the fact that ad agencies are getting it all wrong when it comes to targeting mums. Mums are tired of being talked to seriously, or being shown airbrushed, worthy images of motherhood. They want advertising that relates to their everyday life and can make them smile once in a while! As a result we took this research explored the ways that humour could resonate within our target audience.

Through market research & focus groups with mums we discovered that the issue of ‘constipation’ became a not so serious subject after the first 6 months of a baby’s life. This coincided with Docusol’s target market which starts from 6 months onwards.

This was the birth of the not so crappy ‘Make a Nappy Happy’ campaign.

Docusol Paediatric Solution is a constipation relief for babies as young as six months. Although available to buy over the counter in the pharmacy, it has never been advertised to consumers. The business objective was to make consumers aware that the product existed and to drive trial through awareness. The premise of the campaign was to target our audience - mums, by communicating to them not as a mum, but as a person. We chose to do this through humor, creating a highly shareable campaign, which fed back to our original client brief of creating brand and product awareness.