How do you overcome the negative public perception of having a rod inserted in your arm that will make you fat, spotty and hurt like hell?
Now this had our head throbbing for at least a week, not because there wasn’t a creative that would work, but because it didn’t appear to us that the proposition would add value to consumers.
To overcome this, we went back to our research roots and found that many of these myths were in fact just that; myths! Often created by individuals who had heard about the implant from their mother or a friend, but never actually had it themselves.
The approach therefore was to try and establish a stronger counter statement. This was built to link in with fashion and summer and focused on positioning “The Implant” as an accessory every young woman had, and actually if you didn’t have it, you were missing out!