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From our brewery in the heart of Windsor, we’ve been bringing brands to life for over three decades.
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With our talent spread from East to West coasts, 1HQ United States is home to some of brightest strategic and creative minds in North America.
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Close to the action and the water of Marina Bay, our office is based in the very heart of this culturally diverse and vibrant city-state.

What was the challenge?

When Trimb Healthcare approached us to develop a creative campaign for their wart and verrucae treatment, Wartie, there were two challenges we needed to get to grips with fast.

Firstly, Wartie’s low profile meant the brand was losing out to both larger competitors and private label. Secondly, and equally concerning, there was low consumer trust in the whole category with many believing the claims made by these products had little more scientific value than an old wives tale.

What was our thinking?

Our research confirmed that not only were verrucae treatments considered ineffective by parents, but children often found them painful. A real double- whammy in terms of barriers to purchase.

We did have one thing going for us. After making an appraisal of the brand’s existing assets, we discovered that Wartie, the 3D-animated penguin and eponymous brand mascot, was seen as a distinctive and relevant asset that still had legs (albeit very short ones).

What did we do?

We transformed Wartie into an accomplished scientist; the voice of authority responsible for developing a state-of-the-art product that could combat verrucae quickly, easily and painlessly.

Our new tagline, ‘freeze with ease’  tackled the main barriers to purchase head on. Professor Wartie clearly highlighted that our treatment could be effective in just one application.

Not only did we give Wartie a facelift, but we also turned up engagement a couple of notches with our TVC, a 10-second cutdown and a key visual for use across print and online.

What did we achieve?

It’s hard to believe one TVC could make such a big difference.

In the short term, while the commercial was on air, monthly sales grew 82% compared with the previous campaign. In the long term. Wartie delivered an annual increase in market share of 1.9% and an annual sales increase of 21.2%.

Better still, with Wartie now waddling at pace in the right direction, our client decided to extend our game-changing campaign into new markets, including Israel and the Netherlands.

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