A campaign that ‘tickles’ the target audience for Elimax®

Schools are often hotbeds for lice. Prevention is key, and Elimax® is keen to take on that challenge. The head lice treatment brand called in the help of Onlyhumans, who designed and developed a special educational game package for them.

Educational, interactive and creative

To raise awareness among preschoolers, primary school children and their parents, Elimax® and Onlyhumans introduced them to an educational game package in which a louse called Luiz plays the leading role. The bad guy in town, Luiz spreads all sorts of lies to reach his one goal: making children’s lives miserable. It is up to the children to expose Luiz by debunking all the myths he tells them about lice, and get him behind bars just like real sheriffs.

And in case there is a lice outbreak in class, teachers can easily stick the handy Elimax® Lice alarm stickers in the children’s diaries.

Direct mail teaser: timing is everything

Onlyhumans came up with the look and feel of the entire game package as well as the story of Luiz. Elimax® also relied on Onlyhumans for marketing and distribution. We first presented Luiz to schools by sending out a teaser mailing. To get Luiz the Louse in classes on time, we launched the mailing in July (when preparations for the new school year are in full swing). Luiz was received with so much enthusiasm that we were able to start production in the same month.

Over 700 packages requested

Elimax® challenged Onlyhumans to address 4,000 schools and convince 1 in 8 to claim their free game package. The objective was amply met: a modest but very targeted mailing campaign led to over 700 requests. We even used what was left of the communication budget to produce more packages.

Furthermore, the schools informed us that they found the stickers a very handy means to communicate with parents. They liked them so much that they ordered an extra 15,000!

Elimax® plans to resume the campaign in 2018 to raise awareness among all school children in Belgium, and offer schools a playful tool to keep creepy-crawlies out of the classroom.