Campaign Media Awards 2020: Healthcare

Campaign Media Awards 2020: Healthcare

Zenith for Tena

A third of women over 35 experience bladder weakness, but incontinence remains taboo and products stigmatised. So TENA introduced Silhouette, an elegant, black, incontinence underwear. Silhouette launched in April 2019 as the first fashion-led product in the category and the first to look, feel and fit like real underwear. Women with occasional incontinence could match the colour of their underwear, and rediscover their confidence. Tena believed it finally had the product that could challenge perceptions and break the taboo of incontinence. The objective wasn’t just to grow market share of Tena, but to grow the category. And with women three times more likely to buy Tena once they have tried it, persuading women to request a sample would be the key.

Zenith challenged the client to normalise the product through famous OOH formats in the UK’s busiest shopping destination with six-sheets up and down Oxford Street as well as the Oxford Street Banner. Where shoppers would usually see stick-thin models in luxury clothes they saw real, 40-something women wearing TENA Silhouette, challenging their ideas about living with incontinence. The activity was amplified nationwide across OOH and Social.

There was a huge spike in traffic to the Tena website, delivering over 13,000 incremental visits, of which 85% had never visited the website before. This drove a +981% increase in sample requests totalling 3,210 on the day of launch alone, but most importantly delivered genuine penetration: growing the overall bladder weakness category by 73% (Kantar).

The judges said: “Adopting the media body language of a different category isn't new, but in this case it's bold and effective. The overt nature of the campaign was very clever.”

23red for NHS Blood and Transplant
Platform GSK for Sensodyn and C4
Starcom UK for P&G Oral B
Wavemaker for Public Health England
Zenith for Bodyform