Ticks are a menace and can cause severe health problems for our beloved pets. But they can also cause havoc for humans and lead to tick-borne diseases like Lyme disease. According to recent UK statistics, reports of this particular disease are increasing rapidly and may be higher than previously estimated.
Big and bold
We worked with Zoetis UK to develop a hard-hitting campaign to educate vet practices and raise awareness among pet owners of the diseases ticks carry. Zoetis products Simparica® and Stronghold Plus® collectively have the most comprehensive tick claims in the market, so we had license to be bold and confident in our creative strategy.
Getting people talking
Creating arresting illustrations of the four key ticks in the UK and giving them villainous personas combined with a backdrop reminiscent of old sci-fi films, helped reinforce their invasive nature. But, more importantly, it ensured a campaign that got staff and pet owners talking in veterinary practices up and down the country.
A serious message
Of course the unexpected creative also ensured TW delivered the important message about the real threat presented by ticks and made sure these critters were taken seriously by professionals and pet owners alike.
Bringing drama to the waiting room
The menacing creative coupled with the tagline “The Invasion Beneath the Fur” was completely different to any campaign Zoetis had run before. We even created an eerie, animated video which played in vet practices up and down the country that would make the hairs on the back of your neck stand on end!
The stuff of nightmares
TW rolled out the concept and design to a vast amount of marketing materials – 23 to be precise. We love working on campaigns from strategy through to design and this project was particularly enjoyed by our creative team, some of whom still claim to have nightmares about ticks!
“The team were incredibly impressed with the content…”
Scott Wheway, Parasitics Product Manager, Zoetis UK