How a unique visual style brought a multi-layered story to life. | Signal Theory

Advantage Multi®: Layers of Protection

SILVER ADDY – 2020 NATIONAL AMERICAN ADVERTISING AWARDS

BEST OF SHOW – 2020 DISTRICT 9 AMERICAN ADVERTISING AWARDS

2 SILVER AWARDS – NAVC VETTY AWARDS

How a unique visual style brought a multi-layered story to life.

THE CHALLENGE

Advantage Multi® protects dogs and cats from a variety of nasty parasites like heartworm, fleas and intestinal parasites. So on the surface, this product doesn’t have one story to tell, it has several.

THE HUMAN INSIGHT

While Advantage Multi® offers many benefits worth talking about, we also know that busy pet owners don’t have time or energy to digest all that information. So instead of telling each parasite story one by one, we needed to focus on a single, simple story about what what it looks like when all those layers come together.

THE IDEA

We created this campaign’s unique papercraft look to reflect the idea of layered protection. In addition, this visual system provides flexibility to tell a variety of parasite stories and a vibrant palette that slices through the clutter. Paired with a friendly voice, it was built to engage veterinary pros and pet owners alike.

THE RESULTS

A high-impact media buy and striking execution helped this campaign engage vets and shatter typical industry benchmarks.

INTERACTION RATE

11.83%

benchmark 1.88%

INCREASED CLICK-THROUGH

430%

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