BOTN Best Branded Website for Consumers.pdf
Gold
Nexgard for Dogs
Agency: Saatchi and Saatchi Wellness
Client: Merial: Nexgard
Nexgard is a chewy beef-flavored treat that protects dogs from fleas and ticks. It’s a new type of product in its category—one that’s easy to administer because dogs love it.
Saatchi and Saatchi Wellness developed a brilliant launch concept that demonstrates that the treatment is a treat to give dogs and reinforces pet owners’ love for their companion animals and best friends.
Background video on the site features dogs eating Nexgard, begging for it and licking it off the home-page screen. Video introductions to the dogs used in the campaign as well as the ability for site visitors to vote for their favorite dog and easily downloadable coupons
are all incorporated.
On a budget of less than $100,000, the site helped drive $140 million in US sales (double the first-year goal) and more than 7% market share in just six months. An agency representative said that based on sales, market share and demand, Nexgard is the most successful animal health product launch in the US—ever.
One judge found the concept refreshing, while others praised the site as engaging, fun, humorous, clear and easy to navigate.
“The design is simple and bold with great use of behind-the-scenes video and voting,” one judge said. “It’s easy to love—just like the product.”
Silver
A Greater Kind of Branded Website
Agency: Wunderman Health
Client: GSK Consumer Healthcare North America
A consumer-centric -approach helped drive 11+ market share within one month of Flonase’s OTC launch and more than 1.2 million website visitors within two months.
“The site is fresh, engaging and jam-packed with content without feeling cramped,” one judge said. “Nice use of animation. I loved the weather/allergy predictor tool.”
Finalists
■ Intouch Solutions and Galderma for restylane silk.com
■ Klick and Astellas Pharma US for Myrbetriq Website Rebuild
■ Saatchi and Saatchi Wellness and Merial: Nexgard for Nexgard for Dogs
■ W2O Group and Apollo Endosurgery for The LAP-BAND System: It Fits integrated campaign
■ Wunderman Health and GSK Consumer Healthcare North America for A Greater Kind of Branded Website
From the October 02, 2015 Issue of MM+M - Medical Marketing and Media
