New York, NY – Pfizer’s new television ad is revolutionary for the pharmaceutical industry and is closely following one of our new 2017 Communication Trends:
Race To The Small Screen: In 2017, we’ll see massive growth in direct mobile ad spend and cross-screen engagements. Novel geo-based targeting will make content more actionable, more local and more relevant. This year’s interfaces will be built for “mobile-first” use.
The ad starts with what we’ve all come to know in an ED commercial –someone openly discussing an uncomfortable topic – however instead of focusing on the challenge men face with ED, the ad immediately asks a question and delivers a call to action: send VSAVE to 37500 to save 50% on a yearlong prescription to Viagra, followed by the normal fair balance, safety and efficacy we know and love.
After a quick ‘accept the terms’ a copay-card (see below) is delivered via text and you even the opportunity to add the card to your virtual wallet.
Watch the spot in its entirety below:
Why This Matters:
As we continue to watch brands shift to changing expectations in the smart device category, this is a great example of the communication trend we’re following that shows marketers racing to mobile ad spends and campaigns that are tailored to multiple-screens. With attention spans decreasing and in turn brands needing to build strategies around a quick and easy way to increase utilization, this campaign by Pfizer hits on all cylinders.
Here are a couple ‘micro moments’ we’re following in 2017 that speak to needing an increased strategy and focus as brands tailor their 2017 tactical plans:
- 68% of phone users say they check their phone within 15 min of waking up
- 87% always have their smartphone at their side, day and night
- On average, people check their phones 150 times per day and spend 177 minutes using them
- 82% of smartphone users say they consult their phone when shopping in a physical location
- 91% of users turn to their phones for ideas in the middle of a task
– Google’s Micro Moments, 2016
