Publicis Pixelpark celebrates a "parasite party" with Merial in eleven countries
Animated to visit the veterinarian
Following the success of the campaign "Parasite Party" developed by Publicis Pixelpark for Merial's veterinary exclusive antiparasitic portfolio, the 360° campaign is now entering the next round - expanded to a total of 11 countries. The "Parasite Party" is about raising awareness for the dangers of internal and external parasites of animal owners four-legged friends and to persuade them to act.
"The difficulty is, in a field with high competitive pressure and Rx restrictions, which exclude naming of the brand names, to raise awareness of a problem to animal owners and to encourage them to actually talk about this with their veterinarian”, explains Agnès Vidal, Marketing Director EMEA of Merial. "Publicis Pixelpark has successfully mastered this challenge."
The campaign, first launched in 2016, does not show the animal owners or the beloved pets but an illustrious society of parasites celebrating a truly joyous party - at the expense of the health of their hosts. This colorful activity can only be finished with a treatment from inside and out - at the veterinarian.
After only three months in Germany, France, Spain and Great Britain more than 15 million animal owners had seen the campaign video, 6 million alone without additional media expenditure. And the feedback from the veterinarians was very enthusiastic. In addition, the Parasite Party won the 2017 Annual Multimedia Award, the winner of the UK's "International Marketing Campaign," organized by the Veterinary Marketing Association, and won gold at the Comprix 2017 Healthcare Award.
The new extended campaign focuses on dog and cat owners with their families and their children. In three short, entertaining videos about lung worms, ticks and other parasites, and which particular dangers they can bring with them for the holders. In short, parasites are a family affair! The animal owners receive in-depth information up to an expert´s recommendation for individual protection of the pet. The campaign started in June.
Viviane Kruggel, PR Manager, +49 40 38107 126, email@example.com
About Publicis Pixelpark
With about 950 communication experts, Publicis Pixelpark operates at seven locations throughout Germany. Together with our clients we create new things by combining ideas and technologies. To generate the best solutions for brands, communication and e-business. Lead the Change is our mission - we move forward, always hungry for the next step.