Client: Hansaplast Global
Media: Direct Mail, Outdoor
Date Of Campaign: 20/04/2017
Background: As a global leader in plasters, Hansaplast markets a superior product that offers the best protection to ensure optimal healing of minor injuries. Unfortunately, outperforming the competition is not always sufficient to win the battle against private labels. So next to share of market, Hansaplast also needed to conquer share of hearts by emotionally bond with its main target: parents.
Idea: Hansaplast introduces Hearts. A new type of heart-shaped plasters, created to help parents heal those broken little hearts. To stop the tears, each Heart comes with a specific design that is linked to a heart-warming story. Allowing parents and children to start a conversation about the little heartache. All stories were developed with a child psychologist, covering the 5 most common little heartaches in the age group of 2 to 6 years old.
Results: Hansaplast Hearts is a European initiative that was first introduced in Belgium. Thousands of Hansaplast Hearts boxes were distributed as a free promotional gift in Belgian supermarkets Carrefour and Cora. Via social seeding parents could also order their free box on a microsite, www.hartepijntjes.be. The engagement of parents and children was immediate and extremely high. To get consumer feedback, all parents receiving a free box were subject of a follow-up survey. Response was over 40% and completely positive. Because of this result Hansaplast Hearts will be rolled-out in all Hansaplast key-markets later this year, in a long-term mission to add emotional value to the brand and create a new category for the brand.