A tiny ad. Valtech Radon has packed a lot of power into 15 seconds. Listen to the voice. Watch the alarm clock’s readout. Feel the aggravation of menopause. Even cleverer, the TV commercial for supplement brand, RFSU, that answers the sleep disturbances caused by menopause, airs exclusively during nighttime, giving its target audience a solution when it’s needed most – with a discount for those watching.

According to research, nearly half (47%) of all women experience disrupted sleep during menopause, and viewership data indicates that the age group is overrepresented in spending sleepless nights in front of the TV.

“This is our response to the eternal debate in the advertising industry about tailoring ads for the target audience. Sometimes, it’s as simple as investing in discounted ad slots during the worst airtime instead of shooting in the dark with generic advertising messages,” explained Isak Landaboure Lengholm, creative director at Valtech Radon.

“Our range includes seven different products designed to alleviate menopausal symptoms in various ways. With the “Dream Deal”, we have not only found a way to speak directly to the target audience but can also match the offer with a discount to assist women in managing the challenges that menopause can bring, lowering the threshold for a good night’s sleep,” added Anette Otterström, communication & brand manager at RFSU AB.

Credits:

Client: RFSU AB
Communication & Brand Manager: Anette Otterström 

Agency: Valtech Radon
Creatives: Gustaf Anker Söderman, Nathalie Folkeryd, Paula Backman
Creative Director: Isak Landaboure Lengholm
Project Manager: Jacob Norrby
Account Director: Johanna Linander
Motion Designer: Fredrik Dimrå
Editor: Pelle Axelsson
VO: Agnes Roosmann