Title	HOT OR NOT
Brand	FLEN PHARMA
Product/Service	FLAMIGEL
Category	A02. OTC Applications
Entrant Company	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Advertising Agency	THESE DAYS - WUNDERMAN Antwerp, BELGIUM

Name	Company	Position
Bert Beckers	These Days - Wunderman	Designer
Pieter De Lange	These Days - Wunderman	Art Director
Thomas Van Loon	These Days - Wunderman	Copywriter
Sam De Volder	These Days - Wunderman	Executive Creative Director
Mateusz Mroszczak	These Days - Wunderman	Creative Director
Jef Raeman	These Days - Wunderman	Strategic Planner
Annelies Deneckere	These Days - Wunderman	Account Manager
Daniel Vanderbist	These Days - Wunderman	Producer
Isabelle Maenhout	These Days - Wunderman	Print Production Director
Kristine Vanlinthout	Flen Pharma	Marketing/Communication Assistant
Caroline Vervaeke	Flen Pharma	Marketing Manager

The Brief

Our objective was to boost sales of Flamigel through helping the parents in burn prevention. Making customers by the product before they are injured instead of after. Our main target group are the end customers: parents. Especially young parents, because 50% of burn injuries happen to children younger than five.

Creative Execution

The Heat Stickers were spread in pharmacies nation wide. When buying a tube of Flamigel, parents received two free heat sensitive stickers to put on ovens, cookers, barbecues… When the hot object reaches a temperature of 40° Celsius, the stickers turn from a happy blue face into an angry red flame, alerting children (and parents) in an easy and understanding manner. This way, Flamigel does not only treat burn injuries, but also helps parents to prevent them. To really influence people’s purchase decision, we announced our free give-away during one month through POS wobblers in pharmacy’s and drug stores.

All 300.000 stickers, and 150.000 Flamigel tubes were sold within a month. Compared to the same period in the previous year sales went up 15%.

To help the parents warn children for burning hazards, we created Heat Stickers. When buying a tube of Flamigel, parents received two free heat sensitive stickers to put on ovens, cookers, barbecues… When the hot object reaches a temperature of 40° Celsius, the stickers turn from a happy blue face into an angry red flame, alerting children (and parents) in an easy and understanding manner. This way, Flamigel does not only treat burn injuries, but also helps parents to prevent them. To really influence people’s purchase decision, we announced our free give-away through POS wobblers in pharmacy’s and drug stores. Our POS communication in the pharmacies was aimed at the parents of over 1.500.000 families in Belgium. The pharmacists were not rewarded through any special B2B-campaign.