Driving app downloads
with DRTV animations

The challenge

Hey Pharmacist needed a fresh and engaging way to raise awareness of their app, highlighting its key benefits to a broad audience. Having previously run TV ads that performed well from a brand building perspective but didn’t drive a huge ROI and came with a hefty price tag, the client was understandably cautious about returning to the platform.

We saw an opportunity to make TV a cost-effective and impactful part of their media mix. The challenge? Deliver a compelling TV ad that would not only drive app downloads but also outperform the client’s past campaigns, all while staying within a tighter budget.

The approach

We built on Hey Pharmacist’s existing brand guidelines to create something truly eye-catching. Taking the brand’s iconography giving it a unique faux-3D twist that perfectly complemented the animation style. With the client having a clear vision of what they wanted the TV ad to communicate, the collaboration was smooth and efficient. We were given the creative freedom to interpret their brand within the context of a TV campaign, making the process both enjoyable and effective.

Production

The production phase involved detailed storyboarding, rigging, and animating, bringing Hey Pharmacist’s vision to life in a dynamic, cartoon-like style. The whimsical animation was paired with full sound design, including playful sound effects and light, cheerful music to enhance the ad’s appeal.

The post-production process ran smoothly, taking around one to two weeks, with no major roadblocks. The client was a dream to work with, understanding the creative process and trusting us to deliver a top-notch final product.

The outcome

The ad didn’t just meet expectations—it exceeded them. Within the first month of airing, the campaign drove an impressive 1,541 app downloads directly from TV. National Geographic and SkyWitness proved to be the most efficient channels, while 5Star, though more expensive, delivered the highest conversion rates from sessions to app downloads. With a cost per session of £25.43 and a cost per app install of £32.27, the campaign delivered significant value. The client was over the moon with the results, and even requested additional cutdowns for social media—proof that the ad resonated well across multiple platforms.

Why it’s brilliant

This campaign proved that with the right creative and strategic approach, TV advertising can be both cost-effective and powerful, even for a brand with previous hesitations. The animated style, combined with the strategic placement of the ad on highly effective channels, led to a successful outcome that had households across the UK welcoming Hey Pharmacist into their living rooms. The icing on the cake? The smooth collaboration between all parties involved made the entire process feel like a breeze.