Net#work BBDO busted a gut for its client Kenza Health's breast enhancing product, Biobust, and doubled its sales in only two months - proving that effective advertising can work with a small budget, as long as it is creative.
Prominent pink billboards simply stating www.wantbiggerboobs.com went up in Gauteng's prime spots in mid August 2004, and by end September, sales of Biobust had doubled. The hit rate on the website went from 104 hits in July to a staggering 43 572 hits this month.
Not only has this campaign worked, which also included five second radio and cinema spots; the advertising has interestingly not used the product's name or a packshot anywhere. The whole campaign was based on a very simple question, to which the answer is obviously 'yes' or the informative website would not have been such a hit.
Says, Net#work, Creative Head, Brad Reilly. "A small budget is always such a challenge, but big or small, we have to be pretty sure that advertising always results in increased consideration, but when it doubles sales, you know you have done something right. "
According to Kenza Health's Marketing Manager, Ana-Paula Arouca, "We couldn't be happier with the results so far. One thing we did notice was that in the period when the radio ads were airing, the interest in the product really peaked."
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