Creating a vision for Zeon Healthcare and their new eye products
Zeon Healthcare, a global supplier of healthcare products, contacted us to create a launch campaign for their new eye supplement Macu-save. The brief included creating a new e-commerce website, sales collateral, packaging, a national ad campaign and exhibition stand. Working with the team we established a unique brand positioning to set the product apart from its competitors – focusing on the quality of ingredients – and then developed the entire mix of creative from print to website design.
Simple, strong messages, bringing out the benefits of these supplements, were key to the success of this campaign. We used illustrations and graphics to give a clear understanding of the ‘science’ behind the supplement. Large aspirational images and increased sized fonts were used to engage this older target audience.
We created material specifically for retailers and chemists who needed to see the success of the product before placing orders – steering messaging towards the product’s competitive cost and increased health benefits.
We rolled out a suite of material including press packs, sales materials, POS, leaflets and promotional items, as well as created a national ad campaign that featured in trade publications and national papers such as the Guardian, Telegraph and the Sun.
We also created a stand and supporting material, including a competition launch to be used at national and healthcare exhibitions.
A feast for your eyes
Our photoshoot really brought out the ‘goodness’ of the supplement. We created imagery to convey the extraordinary amount of vitamins, fish and vegetables that each tablet was equivalent to. These bright, beautiful spreads were used alongside people shots to create a warm but fresh ‘look and feel’ and promote the product’s natural effectiveness.
We produced an e-commerce website that also acted as an info portal on macular eye disease to raise awareness and educate people on the condition. The site used strong colours, large imagery and simple messaging to ensure a clear and uncomplicated user journey for the target audience.
A healthy return…
Sales from the website have increased month on month since launch. The work led to working with Zeon on another healthcare product – Vitrocap – for which we also created an e-commerce website and marketing material.
Brandwork created a brand campaign to launch a new eye product that combats vitreous floaters. This included creating sales material, exhibition stands and a website that would be appropriate for the UK market. Working with the Zeon UK team and Vitrocap team in Germany we created material to explain the science behind the new micronutrient supplement and raise awareness.