January 06, 2006
Levitra marketers tap DM firm for unbranded effort
US Levitra marketers Schering-Plough and GlaxoSmithKline followed Viagra’s lead in tapping a direct-marketing agency for a new unbranded education campaign. The campaign speaks to males with three common medical conditions they say can impact erectile dysfunction. “Millions of men have one thing in common,” notes the ad copy. “High blood pressure, cholesterol and diabetes may lead to a medical condition called ED.” The effort went live late in the year through an online banner ad on Yahoo! and a 60-second animated network/cable television spot initially airing during the NFL playoffs. CRM specialist RTC Relationship Marketing, of Washington, DC, a unit of WPP, designed all campaign elements. RTC also manages the back end of the program, which involves sending out an information kit to those who sign up at the Web site mensfacts.com. Last year Pfizer used CRM agency Digitas for a consumer direct-response ED spot rather than DTC agency of record McCann HumanCare. Schering-Plough said it was still working with Saatchi & Saatchi, its consumer agency of record for Levitra.