Mission Invisible: ROAD launches Elastoplast Invisible Protection

By integrating multiple communications platforms, ROAD positioned the new invisible plaster as a must-have emergency beauty essential for women wanting to look their best.

Market research was commissioned that revealed women spend 273 hours a year on average getting ready to leave the house – coining the phrase ‘having a C.O.C.O moment’ – that is, ‘clothes on, clothes off’ – a compulsion that leads to women changing their outfit 3 or more times before a night out.

The Invisible plasters were launched at an event for over 30 beauty journalists who witnessed the product presented on male catwalk models. The launch was filmed and a viral launched via key on-line / social media channels.

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Kids Escapades: ROAD launches Elastoplast Plaster with Healing cream

ROAD were asked to think up a campaign that reinforced Elastoplast’s position as a fun, family brand, and raise awareness of the new 2-in-1 plaster.

Market research was commissioned which revealed that many parent’s are totally in the dark when it comes to essential and life-saving first aid skills. Based on this insight, ROAD collaborated with St John Ambulance to launch a series of first aid web clips for mums and dads available as downloads from the Elastoplast website.

ROAD also teamed up with child psychologist, Dr. Mandy Bryon from Great Ormond Street Hospital for this campaign to launch advice packs for parents and children based on market research which highlighted that 85% of kids crave more adventure in their lives.

 

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