Title	HOT OR NOT
Brand	FLEN PHARMA
Product/Service	FLAMIGEL
Category	C05. Financial Services, Commercial Public Services, Business Products & Services
Entrant Company	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Advertising Agency	THESE DAYS - WUNDERMAN Antwerp, BELGIUM

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

The Brief

Challenge: How to make sure people already buy Flamigel, without having superficial burns at that moment? Strategy: Target parents of small children and address their protective nature because 50% of burn injuries happen to children younger than five.

Campaign Success

Children aren’t always aware of the dangers of hot objects. To help the parents warn children we created Heat Stickers. 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. With each tube of Flamigel, parents received two free heat sensitive stickers to put on ovens, cookers, barbecues… To really influence people’s purchase decision, we announced our free give-away through POS wobblers in pharmacy’s and drug stores.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

Situation: Each year, over 120.000 people suffer burn injuries in Belgium. In over 50% of the cases, the victims are children. Flamigel is a wound care product indicated for use in superficial burns. Application of Flamigel will cool to reduce pain as well as rehydrate to aid faster healing and reduce the likelihood of scarring.. But, as we all now: Prevention is better than cure! Promo & Activation: In order to influence people’s purchase decision, we announced a free give-away (Heat stickers – to be put on ovens, cookers, bbq’s…) through in store woblers and displays. “Buy a tube of Flamigel and receive two free heat sensitive stickers to put on dangerous objects”