LISTEN TO YOUR TUMMY!

TitleLISTEN TO YOUR TUMMY!
BrandSanofi-Aventis Deutschland GmbH
Category A01. OTC Medicines
Product/ServiceBUSCOPAN® DRAGÉES
Entrant PEIX AGENTUR FüR DESIGN & KOMMUNIKATION Berlin, GERMANY
Idea Creation PEIX AGENTUR FüR DESIGN & KOMMUNIKATION Berlin, GERMANY
Production PICMENTION VIDEO & FILMPRODUKTION Leipzig, GERMANY
Credits
Name Company Position
Sebastian Hahn Peix Agentur für Design und Kommunikation GmbH Creative Director
György Csali Peix Agentur für Design und Kommunikation GmbH Senior Art Director
Mara Brigis Peix Agentur für Design und Kommunikation GmbH Art Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

Healthcare regulatory bodies: It is prohibited to compare product attributes with competitor products, when there is no data source. Any material must include the mandatory text or at least a notice to it, in German called „Pflichttext“.

Describe the target audience and why your work is relevant to them. Pharma audience types:

Patient: The target audience are women aged 30-49. The campaign was supposed to reach this young target group by digital channels. Furthermore, especially the third indication regarding menstrual problems should be brought to the fore. Thats why we developed three types of stomaches. Healthcare Professional: not main target group

Background

Campaign goals: - Generating awareness for Buscopan as specialist for stomach ache and abdominal cramps, especially for menstrual problems. - Increase its market share and acquire costumers of the competitor products.

Why is this work relevant for Branded Content & Entertainment?

Generating awareness for Buscopan and therewith for Sanofi; bringing out the different indications; using the newest online channels the target group is using; using a funny tonality

Describe the creative idea

The creative idea was to focus on the part of the body where the symptoms occur – the belly. Furthermore we developed three characters for each indication of Buscopan: 1) stomach pains caused by food 2) stomach pains caused by stress 3) menstrual problems All developed materials show the different characters which tell about there problems and situation in a funny and entertaining way. The belly button becomes the mouthpiece and the belly becomes the eye-catcher.

Describe the execution

• Implementation: digital campaign with Landingpage,Facebook/Instragram Videos, Youtube Videos, Banner, Carousel Ad on Facebook, content posts • Timeline: 12 weeks from scratch to implementation • Placement: digital approach

Describe the strategy

We developed three characters for each indication of Buscopan: 1)stomach pains caused by food 2) stomach pains caused by stress 3) menstrual problems The approach was for the user to find out which belly type they are. Therefore we developed the belly type test which at the end provides more information and tipps about the belly type and information about the dosage form of the different Buscopan products.

Describe the outcome

Currently not available