Viagra - Why the smile

Objective: Creating awareness that Viagra is now available at the price of generics, remains the key campaign objective.
Target Audience: Men aged around 40-45 suffering from erectile dysfunction.
Brand Challenges: The price of Viagra had dropped and it was now open for sale in a competitive environment to a wider audience. Viagra was now available as the same price as the generic. The agency proposed to use this very challenge as the advantage.
Challenges Overcome: This price development set a wave of happiness amongst the customers of Viagra. This drove patient traffic to the pharmacy. The consumers, hence, can take the maximum advantage of the same.
Creative Solution: In subtle humour, it was conveyed that Viagra customers are so happy that they don't mind doing the odd jobs at home happily. The characterization and storytelling of the campaign resonates with the target audience providing them a reason to stick to Viagra and not go for generics. The campaign included the easily identifiable character of Lee interacting with the narrator who tries to get the reason of Lee's happiness that shows even while doing odd jobs like plumbing, cleaning the toilet etc.
Outcomes: The videos were pushed through digital, social media, mobile platforms. This increased the sales of Viagra. People’s go-to source for info, Google on ED, SEO and Keywords were maximized. The campaign resulted in high consumer uptake of the brand as Viagra was now available at a more accessible price. This resulted in significant sales numbers and a lot of happy customers were retained.