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文案cnen
For persistent headaches.
基本信息
行业: 医药
媒体:影视
时间:2012年4月
投放:菲律宾
语言:英语
风格: Minimalism
说明cnen
Problem
Saridon is a relatively small brand in the Visayas and Mindanao region. Our task was to re-launch the brand and to drive trial from a market known to be fiercely loyal to the competition with giant advertising budgets. All we needed was a campaign that would hit our market hard but would also make wise use of our limited budget.
情节
Hardworking people get attacked by repeated headache symptoms in the form of persistent "headache doubles!"
Philosophy
A Film Campaign that dramatizes persistent headache attacks in an engaging, humorous way, one that's relevant to our target market's experiences. The spots show repeated headaches coming to life in the form of "headache doubles" and attacking hardworking people nonstop, while they work nonstop. The headaches are usually aggravated by our market's already tough working conditions, therefore the need for a more powerful remedy.
Result
The Saridon campaign continues to make a huge impact in the analgesics category. With just 0.3% the advertising budget of the top 2 brands, Saridon achieves 77% increase in sales, growing 110% - three times faster than the category, and pushing the brand from out of nowhere straight to number three, nationwide!
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后期制作:
奖项
克里奥奖 2013
银奖 影视
Television/Cinema
D&AD 2013
年鉴奖 影视广告
TV Commercial Campaigns
The One Show 2013
铜铅笔 消费者电视广告
:20 and Under - Campaign
The One Show 2013
优秀奖 消费者电视广告
:20 and Under - Single
Asia Pacific Advertising Festival 2013
金奖 影视
Health and Personal Care
伦敦国际广告节 2012
银奖 影视及在线影视
Cosmetics/Toiletries/Pharmaceuticals
伦敦国际广告节 2012
铜奖 影视及在线影视
Cosmetics/Toiletries/Pharmaceuticals
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