Thea Pharmaceuticals

Creating a consumer TV campaign on a budget

Thealoz Duo

Thea Pharmaceuticals develops and manufactures products that support ophthalmic care and eye health in the UK and Ireland. One of their leading brands is Thealoz Duo, preservative-free eye drops for the treatment of Dry Eye. To accelerate consumer awareness, drive sales and distribution they asked us to translate its core benefits in a simple, 20-second television ad.

Listen

Dry Eye affects 1 in 5 peo­ple in the UK and is caused by a vari­ety of fac­tors, includ­ing com­put­er use, hor­mon­al changes, air con­di­tion­ing and the envi­ron­ment. Thealoz Duo eye drops are a clin­i­cal­ly proven solu­tion con­tain­ing a com­bi­na­tion of ingre­di­ents for long-last­ing hydra­tion and protection.

Despite Thealoz Duo per­form­ing bet­ter than Optrex in quan­ti­ta­tive research (92% of Optrex users found it to be more effec­tive), the lat­ter is still the UK’s lead­ing con­sumer eye drop brand. Our con­ver­sa­tions with con­sumers revealed low aware­ness of Thealoz Duo. Those that did recall the brand, cit­ed high cost and clin­i­cal pack­ag­ing as a bar­ri­er to purchase.

Plan

To sup­port Thealoz Duo’s planned list­ings in nation­al phar­ma­cies, such as Boots and Super­drug, we need­ed to tri­al dif­fer­ent media. To reach our audi­ence of forty-some­thing ABC1 females, a TV advert placed dur­ing day­time tele­vi­sion seemed the obvi­ous answer. 

In just 20 sec­onds, the TV ad need­ed to help peo­ple under­stand the symp­toms of Dry Eye in a sim­ple, mem­o­rable way and cov­er off all the pro­duc­t’s USPs — preser­v­a­tive-free, unique for­mu­la­tion, ster­ile for up to 3 months and con­tact lens friend­ly. Oh, and ref­er­ence the impres­sive research results!

Deliver

To keep costs down, we used a series of colour­ful illus­tra­tions, cre­at­ed in-house, to tell the Thealoz Duo sto­ry. The 20′ sec­ond ad was designed to be split into two 10′ sec­ond ver­sions to max­imise usage online or in practice. 

The advert aired on the ITV Cen­tral Region dur­ing autumn/​winter — one of the peak peri­ods for Dry Eye symp­toms. This was just the begin­ning of wider Thealoz Duo brand activ­i­ty across social media and online. In addi­tion to POS for opti­cians and phar­ma­cies, we also cre­at­ed a new con­sumer-fac­ing web­site for the brand — www​.youreye​health​.co​.uk — with a symp­tom check­er and stock­ist finder.

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