Following a £3 million investment, Omega Pharma has selected independent media agency Total Media along with creative agency VCCP Health as the lead agencies to launch its new XLS-Medical campaign.
Total Media created the fully integrated campaign for the weight loss aid comprising TV, digital display advertising, outdoor, PPC and SEO, as well as social media.
The TV ad, which launches during Downton Abbey on September 16, has specifically targeted women and has been supported by a digital display campaign, part of which was negotiated by Total Media for an exclusive lunchtime ‘take-over’ deal with the Mail Online’s TV and Showbiz web pages.
Ashley Bolt, director of media at Total Media, said of the new launch: “The bottom line for us is to increase XLS-Medical sales and grow their overall market share. This is a challenging category to normalise and therefore requires a heavy-hitting campaign. We’re extremely pleased with the fantastic media packages we have been able to negotiate with our media partners – ensuring maximum awareness and credibility with a sceptical market.”
Nicole Ehlen, XLS-Medical marketing manager at Omega Pharma, said of the campaign: “We’re proud of our clinically-proven weight loss aid and in taking it to market. It is vital that we work with partners that we can trust and Total Media has great market experience in launching new products. Their integrated approach and data-driven creative process has been a key part in launching our new weight management product to the wider market.”