GSK – Vaccination Campaign
The Starting Point:
Due to persistent supply bottlenecks, the competitor's vaccine took over the market. Now that GSK's six-in-one vaccine for babies was fully available again, the lost market share needed to be regained as quickly as possible.
What has been done:
As the client did not want to portray the competitor’s product negatively – to avoid creating additional rivalry – the focus was placed entirely on Priorix Tetra. The aim was to develop an emotional awareness campaign that would remind paediatricians that GSK’s well-known vaccine is always the best choice for their young patients.
The Creative Twist:
We’ve created a fictional drawn character who embodies the protection provided by the vaccine and the support it offers to young patients.
Emotional Storytelling explained
As this type of emotional campaign was new to the vaccine industry, an additional video was produced for internal presentation purposes, offering a behind-the-scenes look at how the video was made and explaining the campaign's approach.