As a new brand in the UK, Sterimar’s biggest challenge was to overcome a lack of brand awareness. The brand’s primary goal was to improve consideration and likelihood to purchase Sterimar nasal spray products and in turn, become the go-to brand in nasal products for all seasons. Sterimar’s family consists of a wide array of nasal products that aim to aid a number of issues, varying from hay fever allergy relief to cold and flu decongestion.
The core message of the sponsorship campaign was to ‘Take charge with Sterimar and Channel 5 Weather’. Therefore, in the suite of idents, we saw weather extremes; stormy clouds, blazing heat, all metaphors for how we feel when we’re in the grip of a cold. But with the help of Sterimar, these extremes are washed away, leaving a clear head to take on the day.
The idea, though, also needed to help Sterimar achieve its objectives of building brand awareness, being contextually relevant and having an always-on presence. These were achieved by aligning with a mass-reaching, terrestrial channel for a scheduled daily bulletin, offering different idents to different audiences at key seasonal periods, being part of a programme that has high-frequency and repetition to keep Sterimar front of mind.
The brand sponsored three different strands, the weather report, a pollen report and a snow report. The weather report ran across the whole year, forecasts were provided by the Met Office and the report showcased weather across the whole of the United Kingdom. Alongside the weather report, Channel 5 also ran a pollen report between May and August and a snow report from December until February. Sterimar sponsored both sub strands showcasing a mix of products.
Twenty idents were created that were reflective of the weather, each with a unique theme, promoting a different Sterimar product. These idents rotated monthly, the weather report used 2 x 10 second idents and the pollen and snow report used 2 x 5 second idents.
All reports ran approximately 17 times each week on Channel 5, Channel 5 HD and Channel 5 +1. Sterimar in turn, sponsored over 1,100 reports in 2019.
Crown Paints
