During yesterday’s gala for the inaugural Effective Media & Marketing Awards (EMMA), we received recognition in the Best Use of Marketing Toolkit category for the campaign ‘My Throat. My Voice. My Isla,’ executed for the Isla brand.
EMMA is a new industry competition aimed at recognizing best practices that meet the highest standards in marketing initiatives, with an emphasis on the effective use of specialized marketing tools.
EMMA’s panel of judges nominated 82 advertising concepts, including two campaigns created by ONE House. Both were nominated in the category of Best Use of Marketing Toolkit: ‘Colostrum Genactiv. A Super Substance for the Whole Family’ and ‘My Throat. My Voice. My Isla.’
‘My Throat. My Voice. My Isla.’
The nationwide campaign aimed to increase brand awareness for Isla, a medical product that alleviates symptoms of dry and sore throat, and to boost sales of the lozenges. The core of the communication strategy was the slogan ‘My Throat. My Voice. My Isla,’ which emphasizes the throat’s role as a conduit for the voice, which we use to express our emotions, thoughts, and decisions. This is vital in everyday situations, such as business and social life.
The campaign ran from October 2023 to May 2024 and utilized traditional television advertising, display ads, podcasts, social media posts, and collaborations with experts and influencers. These collaborations are ongoing.
The campaign launch coincided with parliamentary elections in Poland, which gave the slogan a particular significance, since the word “głos” means both “voice” and “vote” in Polish. The campaign culminated with the grand finale of the ‘Businesswoman of the Year’ competition, organized by Sukces Pisany Szminką (Success Written in Lipstick), where the Isla brand was the official sponsor for the Influential Voice category. This further reinforced the campaign’s message and contributed to its success.
The ‘My Throat. My Voice. My Isla’ campaign achieved its goals as the brand noted a sizeable increase in sales and brand awareness, even though it had a significantly lower media budget than the competition. We were able to effectively reach all key segments of the target audience, breaking traditional communication patterns and seamlessly integrating offline and online initiatives through collaboration with content creators.
ONE House was responsible for creating the strategy, buying media, coordinating influencer activities, and initiating the partnership with the Businesswoman of the Year competition. Our agency also developed the display banners and landing page for the campaign.
