Hot or Not
Flamigel
Issue 34 | March 2015
Agency
These Days Y&R
Creative Team
Design: Bert Beckers Creatives: Pieter De Lange & Tomas Van Loon
Production Team
Daniel Vanderbist & Isabelle Maenhout
Other Credits
Creative Directors: Sam De Volder & Mateusz Mroszczak Strategic Planner: Jef Raeman Account Manager: Annelies Deneckere
Date
July - September 2014
Background
Flamigel was a hydro-active gel that treated burn injuries and was the undisputed market leader in Belgium. But in 2014 a new competitor made its introduction trying to conquer market share with a massive marketing budget. Flamigel wanted a smart and budget-friendly solution to convince people to choose Flamigel when buying an ointment for burns.
Idea
Because children weren't always aware of the dangers of hot objects, over 50% of burn injuries happened to kids younger than five. That is why the idea was to target their parents and address their protective nature.
To warn children for burning hazards, Heat Stickers were created. When buying a tube of Flamigel, people received two free heat sensitive stickers to put on ovens, cookers, barbecues... When the object reached a temperature of 40° Celsius, the stickers turned from a happy blue face into an angry red flame, alerting kids in an easy and understanding manner. This way, Flamigel did not only treat burn injuries, but also helped to prevent them.
To really influence people's purchase decision, the free give-away was launched through POS wobblers in pharmacy's and drug stores.