Motivating a lethargic audience.
Our ‘Beware of the Bugs’ campaign was based on the insight that we’re far less worried about things that don’t feel tangible to us, like invisible bugs. To engage our disinterested travellers, we decided to personify the bugs and give each one its own character profile.
With a strong and playful visual identity, we were able to share the hard-hitting facts without coming across as too scaremongering. As we developed the idea, we were inspired by ‘wanted’ posters and took visual and copy cues from this, creating engaging mug shots with ‘unwanted’ signs.
We built a content-rich campaign landing page for Valneva, where customers were able to find out more about each disease and locate their nearest clinic. To drive traffic to this valuable hub, we recruited relevant social micro-influencers and launched owned and paid social ads. This medium served our objective perfectly as we were able to target potential travellers with destination-specific creative and encourage them to seek advice.