Sterimar, Sky Media and C5 - Take charge with Sterimar and Channel 5 Weather.
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 brand sponsored 3 different strands, the weather report, a pollen report & a snow report. The weather report ran across the whole year, forecasts were provided by the Met Office & the report showcased weather across the whole of the United Kingdom. Alongside the weather report, Channel 5 also ran a pollen report between May & August & 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.
Sterimar has reinforced its position as a trusted and valued partner of the channel, with this partnership showing to enhance perception of this natural brand. This has led to an increase in brand diagnostics such as credibility amongst affluent viewers. 24% of viewers who recalled the TV and Snow Report sponsorship were aware that Sterimar (a natural product) was as effective as medication. 16% of all viewers that recalled the TV and Snow Report sponsorship spoke about the campaign. 17% of all viewers would recommend Sterimar products.