Lloydspharmacy is jumping to the rescue of male “issues”, including premature ejaculation, hair loss and erectile dysfunction, in a new a direct response campaign promoting the treatments available via its Online Doctor service.
The push, across national press and targeted outdoor media, has been devised by TDA and explains how men can access medical advice and treatments quickly, easily and in private without having to visit their own GP.
Creatively, the campaign builds on the use of innuendo in a campaign for Lloydspharmacy Online Doctor earlier this year. Two executions are being tested; the first shows a panel of women – one looking dishevelled – with the headline: “Guess whose partner’s been treated by our online doctor” (pictured); the second shows the feet of a couple in bed with the headline: “Another great performance thanks to our online doctor”.
TDA has worked with Feather Brooksbank to select a highly targeted range of media including: The Sun, Daily Mirror and The Times. Ads will also appear in the Rugby World Cup guide and an insert for TUI Group ticket confirmations has been developed, as well as posters for washrooms and gyms. The campaign will run until the end of August.
Head of brand and marketing communications at Lloydspharmacy Peter Wilton said: “Our previous activity shows that innuendo acts as an effective ice breaker for communications surrounding potentially embarrassing male conditions. This approach enables us to capture the attention of the target audience, making them more receptive to the serious message that Lloydspharmacy Online Doctor offers genuine treatments from fully qualified doctors.”
TDA account director Lucy Barter added: “Lloydspharmacy Online Doctor targets a different demographic to the company’s community pharmacies. Our challenge is to create high-impact executions, within the brand parameters, that work hard to change the behaviour of the target audience.”
