URGO
The client generally promotes two of its main product ranges: ALVITYL (vitamin syrups and gummies) and URGO (gel treatments for mouth ulcers or fungal infections). They typically run four campaigns per year: two for Urgo and two for Alvityl, overlapping in such a way as to maintain continuous “URGO brand” visibility throughout the year, while avoiding linear communication on the same product ranges.
Their core target audience is women aged 35–55 in Belgium (both French and Dutch-speaking regions).
The Challenge
There is no real seasonality for these products, but competition is fierce, particularly for Alvityl (with rivals like Omnibionta, Supradyn, Fultium, etc.).
Therefore, their communication strategy relies heavily on repetition to ensure message retention. One major difficulty is achieving sufficient reach, especially given the exclusive partnership with DPG, which often results in reaching the same audience repeatedly.
The Solution
Campaigns are designed to maximize repetition, typically using double 15-second TV spots over three-week periods in in & out formats, extending visibility as much as possible. They aim for at least 400 GRPs per campaign, as this threshold has consistently delivered positive results in sales.
Their exclusivity with DPG provides them with strong negotiation leverage and booking flexibility.
To combat limited reach due to exclusivity, we pushed for investments in OLV (Online Video)—a channel they initially avoided. This helps broaden the audience, reaching a younger demographic, and creates incremental reach, especially since BVOD is now essential alongside TV, even though TV remains the #1 medium.
Results
- Strong brand visibility throughout the year with a continuous media presence
- Effective reach/frequency balance through combined TV and digital strategy
- Maintained competitive share in a crowded market
- Campaigns show proven impact on sales and brand recall