Advantix — Blood Bag
PROBLEM
Ixodes holocyclus.
Commonly known as the Australian paralysis tick, this parasite is one of 75 species of native tick fauna and also the most concerning for pet owners and vets, as just one bite can kill a dog. But it’s the way they kill that’s truly malignant.
Paralysis ticks take a blood meal from the dog in order to grow, develop and reproduce — first biting the skin and remaining attached before feeding for days at a time whilst injecting neurotoxins into the bloodstream, ultimately causing progressive muscular immobility.
With September marking the start of the paralysis tick season and also coinciding with Bayer’s Annual Conference, this was our chance to communicate the fatal dangers to Advantage Family reps — and “blood” was our creative “in”.
SOLUTION
Q. What’s a tired healthcare rep at the end of a conference? A. Bloody hungry.
Knowing the habits of attendees, we decided to surprise them in their hotel rooms with a very special meal: a blood bag on dinner plate inside a pizza box.
Of course, the blood was fake, the plate was fake, and the pizza was nowhere to be seen.
Instead, a deliberately cheesy receipt (also fake) reminded reps that — unlike the competitor product NexGard® – Advantix doesn’t require a blood meal to work, so there’s the need for ticks to bite at all in order to uptake the active ingredient, afoxolaner.
Who would’ve thought a novelty plastic blood bag full of liquid red candy would help save Aussie dogs from lethargy, vomiting, anaemia, bacterial skin infections and, most importantly, an unnecessary painful death.
AWARDS
2015 New York Festivals Global Advertising Awards | Best Use Of Media: Direct Mail | FINALIST