Scholl Flight Socks

This is a study of a fully integrated campaign to launch Scholl Flight Socks to combat the risk of developing deep vein thrombosis among long haul passengers.
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...

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