ABOUT

Ekstasy identified the strategic value in targeting the "worriers" and came up with the tagline "One Less Thing to Worry About". Worriers wish to lead a normal lifestyle and do not want to worry about repeat medication. The campaign intentionally uses humour and does not try to sell the product, instead revolves around storytelling and building a brand recall with endearing characters in an episodic series, in this case a couple - Barbara and Noah. Echo can at least help Barbara take care of her medication, if not her partner. The campaign was turned around in under 8 weeks from pitch to go live. Ekstasy worked as the Creative Agency for the campaign. Looking after all phases of the project ranging from Strategy, Creative, Production and Delivery.

We decided to entertain people in 30 sec spots rather than selling product features and have a serialised approach to the ads.

So the 50+ audience builds a connection with the husband and wife in the ad. Allowing us to build a communication platform, on which we can build for the client in the future, spots by repeating the characters.

Two 30” TV spots have been made as episode 1 and 2 and their cut downs of 10” and 15” have also been made to work across DRTV and Online channels.

Ten photographs have been selected that will be used in image based ads across all digital channels.