The medicated shampoo brand Vosene is launching an integrated digital campaign to engage families.

Based around the theme of ‘family values’, an online competition will run until October with a monthly prize and one winner walking away with a holiday worth up to £10,000. Each month focuses on a specific ‘family value’ and asks families to post a picture and explain what that value means to them.

Vosene, the UK heritage brand owned by Lornamead, appointed integrated marketing specialists Madhouse Associates as lead digital partner, tasking them with creating the website for the competition and managing all digital aspects of the campaign over the six months. Alongside the website, Madhouse has also created the master creative for the campaign, which is being rolled out across all marketing collateral from advertorials to online banners and is being used by all the agencies involved.

The resulting website features custom animations for each of the pages, including characters and detailed landscapes. The site also contains information on the Vosene range, tips and ideas on how to enjoy spending quality time together as a family and a page dedicated to family bloggers.

Helen Maddin, PR Manager at Lornamead, stated, “We went to Madhouse because of the proven track record they have in developing websites that surpass our initial ideas. Their strategic planning and willingness to collaborate with partner agencies has resulted in a lovely, highly creative and engaging website that forms the key component of the whole campaign.”

Phil Rogerson, joint Managing Director at Madhouse added, “Developing the new site gave us the opportunity to flex all our skills, from animation to back end development. As with all websites the key factor was driving traffic and return visits. The monthly competition, coupled with the regularly updated content, helps to accomplish this task which can be challenging for FMCG brands.”