CASE STUDY: JANSSEN PHARMACEUTICALS

Product: Flukiver

Background: Janssen Pharmaceuticals are one of the leading suppliers of Veterinary products to the Farming industry. They had a good market share for selected brands in the Irish market. Their main UK agency, RLH Ltd. placed a good volume of advertising each year with such titles as the Irish Farmers Journal and Farm Exam. One of their brands is a sheep dip treatment called Flukiver especially designed for wetland farms where sheep suffer from hoof rot.

Advertising Strategy: The Agricultural Census of 1991 provided the necessary information in terms of sheep numbers and their geographical distribution. Flukiver was established as a sheep dip treatment but few farmers were aware of its value in wetland areas. Considerable care had to be taken with the creative because of the legal restrictions placed on all advertising making vetenerary product claims.

Target Audience: Sheep farmers in counties Mayo, Donegal, Sligo, Galway and Kerry

Media Strategy: A combination of local press and radio was considered initially. Following a budget cut local radio only was used. A four week campaign using four stations only was planned. It was also decided to concentrate all commercials within Farm/Agri programmes. After considerable deliberation the advertising authorities gave creative clearance to two acceptable 30" scripts which were then locally recorded using local voiceovers.

A total of nearly 70 commercials were transmitted over a four week period across the four stations at a cost of less than £2K.

The Janssen representative in Ireland was very pleased with the response from farmers and a good added bonus was that he was invited onto radio Farm programmes to answer farmers questions on air.