Agency: McCannErickson (Manchester) | Author: Not credited |
Area Awards 2001 Bronze
Scholl Flight Socks
The integrated campaign that made for a smooth takeoff
Introduction
When the media went into their feeding frenzy on the link between longhaul flying and the risk of developing Deep Vein Thrombosis, there was a huge opportunity for SSL International and their Scholl Flight Socks brand.
However, instead of simply exploiting the shortterm opportunity, a fully integrated strategic campaign kept the issue topofmind across a number of very different target audiences.
A new category was created with 'flight socks' becoming the...