Strategy, Film, Commercial, Marketing, Social
Moments of empathy
GlaxoSmithKline approached Little Red Robot seeking breakout creative that could help light the path to a creative strategy for their popular over-the-counter dry mouth remedy, Biotène. GSK provided Little Red Robot with some great research and data and one of the insights was that caregivers could be a potential segment to market to, instead the usual approach of targeting a person with the symptoms this product is used to treat.
LRR felt this was a very unique approach, as GSK had not marketed to caregivers before, but always to the industry norm of finding the symptom-haver and then giving them a reason to believe in a product solution. From there our strategists and creatives came up with an approach that encompassed this insight; that it’s the little things that make a big difference.
The #whywecare strategy
The audience we were targeting was caregivers, who are not professional caregivers, but people providing care for someone else, unpaid, as a matter of support of a family member, neighbor or friend perhaps. This group is big, about 40.4 million in the U.S. alone.
For this campaign, all editorial and finishing happened at LRR’s state of the art NYC office.