VISTA FROM MERCK

Video, Radio and Print

Practices

Advertising

Tactics

Advertising Campaign

Account Lead

Merck Animal Health enlisted our frequent partner agency, MorganMyers, to elevate its Vista cattle vaccine above the crowded marketplace. MorganMyers turned to Simon/Myers for creative assistance. Merck offered a formidable line of animal vaccines, but competition was intense. Brands were often separated by small margins of performance, leaving ranchers to sort through data. Magnifying the challenge was the expense of the products, as well as the financial ROI that came from this vital animal health decision. The answer was to lead, not follow. Our data and our reputation were so strong, we were able to rise above the fray with a simple message of "moving forward." Ranchers embraced the confidence and the clarity.

While some competitive products had a tendency to set cattle back after administration, Vista enjoyed the reputation of helping cattle take off quickly and stay healthy. We built that key learning right into the TV creative — both verbally and visually — with a cadence of scenes that continually moved the viewer forward.

Print also played a key role in the campaign. It was designed to share the same visual impact as the TV, but offered room for the vital copy points needed to cement the argument for Vista.

For this audience, radio can be king. We were careful to make sure the radio element of the campaign aligned closely with the TV so that each built on the overall reach and recall of the message. Listen to the radio spot

For this audience, radio can be king. We were careful to make sure the radio element of the campaign aligned closely with the TV so that each built on the overall reach and recall of the message. Listen to the radio spot

For this audience, radio can be king. We were careful to make sure the radio element of the campaign aligned closely with the TV so that each built on the overall reach and recall of the message. Listen to the radio spot

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