Creatives: Hannah Freeman and Alice Werrell
Insight:
Regular pregnancy tests can be confusing to decipher with their one or two lines or faded crosses. However, Clearblue is the only brand of pregnancy tests which shows your answer in written word on a digital screen, making your answer clear in the time where you need clarity the most. Contrary to what most pregnancy test adverts lead you to believe, a large majority of buyers are actually looking for the ‘Not Pregnant’ result.
Concept:
Our campaign pokes fun at competitor pregnancy tests by starting with a confusing sentence which cannot be understood to represent the confusion you can feel reading regular pregnancy tests, then resolving it with the proposition and visual, to imply that you won't have to work out what something says with Clearblue.
Target Audience:
Young adults 18 to 30 - looking for both outcomes (pregnant or not pregnant) who just want a clear result, including university students.
Campaign Components:
- 4 Out Of Home prints
- Pop up feature on pre-existing period tracker app
- Radio advert
- Direct Mail box to be sent to university students in halls