DulcoEase is a product that addresses the fact that millions of people suffer from hard stools.
Hotcow was tasked with overcoming an awkward subject area and developing a concept that would communicate the “softer stools” message to an ABC1 female market, increasing talkability and brand recognition.
Originally the brand wanted to reach men but research suggested women are likely to buy or influence medical product decisions.
We found that bowel difficulties is not a topic that women were comfortable talking about openly so we needed to create a remarkable experience that would inspire women to interact with us and get the brand message across.
Our core insight was that we found women were often unhappy with toilet facilities at festivals and events, with common complaints including the size, smell and cleanliness. We looked to exploit this insight and drive the necessary interactions.
What we did
We created our “Lavish Loos for Ladies” that offered event-goers a luxurious bathroom alternative, courtesy of DulcoEase.
We installed the “Lavish Loos” at The Kew Gardens Summer Swing and Bowood House Summer Event and invited women to “lighten your load” in elegant surroundings complete with ornate chandeliers, decorative mirrors and comfortable seating, while enjoying the delicate aroma of potpourri and perfume. A limited number of people were admitted in to the “Lavish Loo” at any one time, amplifying the “comfortable” message.
Our highly presentable brand ambassadors were on hand to invite people in to the Lavish Loo, provide information on the product and ask people to take a seat on our “comfortable stools” while waiting to go to the loo!
So, what happened..?
- Massive talkability generated with 60% of women saying that they would recommend to a friend or male partner.
- Brand awareness of 40,000 people at the events.
- 95% Increased brand recognition amongst sample.
- Local newspaper and radio coverage.
- Cost per awareness – £0.25p (highly targeted experience with a 60/40 audience density split).
We wanted to create a brand experience for a new product in the bowel health area – talking about bowel stuff in public has been considered. The Lavish Loo built on our City Girls media campaign of commercial activity by providing a real life DulcoEase experience of the softer more comfortable way to go to the loo. The venues chosen were a perfect match with our target audience and delivered beyond expectations in terms of buzz and spontaneous feedback. Very creative in terms of execution and a UK first.
Boehringer Ingleheim, Marketing Director