Abbott's new Ensure campaign alerts adults to importance of early heart protection

The campaign urges the audience to realize the importance of early protection of heart health.

Grey Hong Kong was awarded the work in June after a creative pitch. The campaign includes a TVC and print executions.

Desmond Chan, general manager of Grey Hong Kong, said the challenge for the campaign was to escalate the brand’s trustworthy image among its target audience by awakening their awareness of heart health.

Research showed that people often care more about heart health late in life, so the new campaign asks people to "Start protecting now, so you can live as your heart desires."

The concept is demonstrated by a middle-aged father who fears he won't be able to keep up with his wife and daughter on planned trips to destinations like Tibet and the Great Barrier Reef.

At the end, the family enjoys the scenic view on top of Mt. Huangshan in China.

The TVC began airing yesterday on major terrestrial TV channels. Media brokering was done by ZenithOptimedia.

Abbott uses a number of agencies for its various products, including DDB, which is handling the creative for Abbott's infant-care line.

According to admanGo, Abbott Laboratories had a significant growth in adspend in 2011, jumping up to the seventh place by more than doubling its adspend compared to 2010. Its EyeQPlus series accounted for 35 per cent of its milk-powder ad budget, which grew 67 per cent year-over-year.

In the healthcare client portfolio, Grey also handles GSK products (Sensodyne, Polident, Panadol), Brand’s and Ciba Vision.