McCann Manchester

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017





Full Marks was in a continuous head-to-head battle with ‘me too’ competitors. With a high-turnover target audience of Mums, who have no prior experience of dealing with head lice and are open to new information and brands, they needed to do something distinctly different to achieve standout. For parents, infestations in their children’s hair elicit horror and shame. Parents want a quick and effective solution.


We built an integrated campaign around the single-minded proposition that ‘Full Marks gets to work in ten minutes’. Creative executions across TV, print, digital, social, PR and trade media adopted a warm, friendly and reassuring tone to make Mums feel that Full Marks really understood. And the cartoon style made the campaign engaging and added humour, something that competitor communications were desperately lacking. 


A significant sales growth on the previous year, with targets beaten by a huge 21%. Full Marks became a bestseller in all outlets and achieved the same market share as the brand leader (Hedrin) during the period that the TV commercial was aired. Brand tracking indicated that the key messages of ‘effective treatment in 10 minutes’ and ‘a simple and easy, scientifically-proven solution’ were well received by the target audience, who registered an increased level of brand awareness.


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