Elastoplast Stories

Skive has produced no less than six campaigns for Beiersdorf. This latest one came courtesy of TBWA\London, who handle ATL creative and strategy NIVEA and Elastoplast.

The strategy behind this campaign came from the following insight: plasters are often seen as a solution to a problem — which is a negative approach to brand promotion.

Instead, TBWA has repositioned Elastoplast as a partner in crime for kids — a badge of honour — sharing their little adventures and covering up the bumps and grazes that are a mark of 'when life gets exciting'.

TBWA created a print, radio and animated video showing how Elastoplast celebrates the inimitable stories that children conjure up to explain the cuts and scratches they invariably get through play.

Working with the agency, skive was asked to deliver a microsite and supporting online media to drive a richer experience and encourage children to interact with the brand.

The aim was to actively encourage children to engage with the brand and create their own 'comic book' stories with a Flash tool' allowing kids and their parents to utilise a roster of creatures and people made from plasters, or design their own protagonists from plaster building-blocks.

Users can subtitle each panel of the story, send it on to friends and family, and submit the finished tall tale to an online gallery. All entrants can win a family trip to Center Parcs as part of a competition mechanic.

Skive tried to stay true to the arresting simplicity of the original print creative, designing the site as a kids' desk, with post-it note menus and childlike script for fonts. The idea was to encapsulate the innocence, imagination and playfulness of children.

The site was promoted by pre-rolls, expandable MPUs and leaderboards.

A radio campaign also pushed listeners to the URL.

The campaign is still running and over 700 stories have been created so far.

Research by Dynamic Logic showed that online ad awareness increased from 9% to 34% for those that were exposed to the online creative, purchase intent increased from 76% to 85% and people agreeing with the statement 'Elastoplast is a brand I prefer over any other First Aid Brand' increased significantly amongst those that had seen the online creative.

As the client, Richard Duplock, said "the campaign delivered above our expectations on many metrics, helping to achieve our objective of increasing brand affinity. Who said plasters couldn't be exciting!"