| Title | ROCKING BACKS |
| Brand | RECORDATI PHARMA |
| Product/Service | ORTOTON |
| Category |
A01. Flat Mailing |
|
Entrant Company
|
PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
|
|
Advertising Agency
|
PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
|
Credits
| Nina Müller-nyland |
Recordati Pharma Gmbh |
Product Manager Cardio/Pain |
| Dr. Andreas Heger |
Recordati Pharma Gmbh |
Group Medical Marketing Manager Primary Care |
| Jana Apostolopulu |
Pink Carrots Communications Gmbh |
Chief Creative Officer |
| Charly Cyris |
Pink Carrots Communications Gmbh |
Creative Director |
| Harald Schumacher |
Pink Carrots Communications Gmbh |
Senior Art Director |
| Isabel Klempa |
Pink Carrots Communications Gmbh |
Copywriter |
| Thomas Reusch |
Pink Carrots Communications Gmbh |
Senior Art Director |
| Shiron Ambihaapathy |
Pink Carrots Communications Gmbh |
Junior Art Director |
| Jörg Böhme |
Pink Carrots Communications Gmbh |
Final Artwork |
| Rehana Ali |
Pink Carrots Communications Gmbh |
Senior Copywriter |
| Max Damm |
Pink Carrots Communications Gmbh |
Junior Copywriter |
| Andreas Horx |
Pink Carrots Communications Gmbh |
Chief Operating Officer |
| Kristin Sinnig |
Pink Carrots Communications Gmbh |
Account Manager |
Brief Explanation
ORTOTON® is a prescription medication for the relief of painful muscle tension in the back. We address the target audience with a direct mailing campaign in three stages that builds a bridge between out-of-the-ordinary printed materials and digital elements. The three stages are related to each other. Classical response elements (fax reply) meet modern digital elements (augmented reality).
Creative Execution
The strategy: We sent out printed mailings in three stages over the course of a month.
The idea: With the first mailing we show physicians on an anatomical wall chart that ORTOTON® can loosen tense back muscles even in places where they are most inflexible. In the second stage of the mailing campaign we go a step further and show the skeleton from the wall chart “rocking” in different settings. The final mailing makes the anatomical wall chart come to life via augmented reality, showing the muscles of skeleton dancing and really rocking it out.
Results
The campaign has significantly boosted sales of ORTOTON®: In 2015, sales increased by 46 % compared to the previous year, which corresponds to an increase in market share from 38 % in 2014 to 54 % in 2015.