In an integrated campaign, Serviceplan Health & Life is launching MometaHEXAL® Hay Fever Spray on the market in Germany – a milestone in self-medication. This is an over-the-counter product and will be positioned as a particularly effective nose spray for hay fever. Serviceplan Health & Life has been working with Hexal for many years.
Munich, March 13th 2017 — After many years of cooperation with Hexal, Serviceplan Health & Life has been charged with the launch of another product from the pharmaceuticals company onto the German market: MometaHEXAL® Hay Fever Spray is available over the counter (OTC) and is a nose spray for hay fever sufferers. In an integrated advertising campaign, the medication will be positioned as a new and particularly effective allergy spray for hay fever sufferers. Mike Rogers, Creative Director at Serviceplan Health & Life, explains: "The active ingredient, mometasone, will really change the game on the OTC market. We have therefore taken a correspondingly attention-grabbing approach to the creative campaign. Hay fever is debilitating for legions of sufferers who have yet to find a really effective treatment. That is set to change with MometaHEXAL® Hay Fever Spray. Using this insight, we have created a ‘World Without Hay Fever’.”
As well as a TV spot (production by Neverest, directed by Kronck) to be broadcast from mid-March, a similar theme will be featured in print titles and online. The strategy also includes eye-catching advertising at point-of-sale.
The target groups are primarily end-consumers and pharmacists, with the expectation that the effect will radiate on to doctors with the relevant specialism.
Serviceplan Health & Life has previously orchestrated the market launch of OMEP HEXAL®, Lorano® acute and ACC® acute.
"We are confident that the new launch of MometaHEXAL® Hay Fever Spray will be enthusiastically received on the market thanks to Serviceplan's attention-grabbing campaign. We were persuaded particularly by the bold creative approach," says Volker Balles, Head of OTC Marketing at Hexal who was responsible for the campaign jointly with Marion Lichtenberg, Product Manager OTC at Hexal. Their contact partners at Serviceplan Health & Life are the team working with the directors Florian Bernsdorf (consulting) and Mike Rogers (creative), with Christoph Bohlender and Sven Hartmann (both creative) and Stephan Gsell (consulting).
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