To capture the mass target of doctors and pharmacists who routinely screen patients for cholesterol and glucose levels, Lehman Millet Incorporated (LMI), Boston, created a mouth-watering campaign for the launch of Boehringer Mannheim Corporation's (BMC) Accu-Chek InstantPlus System.
The ads, which vividly feature three tempting foods: a juicy cheeseburger, sunny-side up eggs and sausage, and an inviting hot fudge sundae, generated "stopping power," according to Mark Croks, LMI's product manager. "In this category, there are very few ads that contain food, so the food concept really stood out."
The campaign, which started in January and will run through December, touts the primary product benefit of the monitor's ability to deliver glucose results in seconds and cholesterol results in minutes.
Already, in its second quarter, the ads have generated healthy awareness and exceeded sales expectations to the tune of $500,000. "We sold three months of inventory in three weeks when the product was launched, which we strongly attribute to the advertising campaign, the public relations effort and the sales force," said Croks.
The ad trio, which is running in general practice trade journals like American Family Practice, Internal Medicine, and Drug Topics, is complemented by a product brochure and direct mail piece. (Lehman Millet, 617/439-0288)