Brief date:
Author:
Job Number: 04360
NATÁLIA ONDREJIČKOVÁ
No. of days of processing: 3+2( revisions )
Campaign start day:
Internal presentation:
Final presentation to client:
May 1st, 2006
Apr 14th
Apr 18th? (mail?)
Brand: ANTINEVRALGIC
Brand characteristics:
(Positioning, Equity)
Traditional pain treatment on the Romanian market.
Why we are preparing project,situation on the market, competitor acitivities
co se děje na trhu, konkurenční aktivity.
Create very general temporary communication for upcoming 4 months, until the new communication concept will be on-air (app. 09/2006).
Antinevralgic is not perceived as a headache specialist!
Reason why, there are no communication materials in the pharmacies available: all were under branding Sicomed and therefore needed to be set aside. Now, not that we don’t have strong one benefit connected with Antinevralgic, but we are even missing POS on places.
The reason why the TG does not choose or buy brand/product. Main obstuctions (psychologic barrier, situation on the market, new product from competitors etc.)
B2C:
- there wasn’t yet any clear communication on Antinevralgis as a headache specialist
- the product is perceived as an old dusty treatment
B2B :
- doctors do believe in efficiency (+ fast action) because of the composition related to long history good experience
With who we want to communicate, what is relevant, interesting in advertisement for TG. Insight = „Secret ifo about consumers”
B2C (laity):
They (a broad TG) know the product very well as fast and effective; however, they do not perceive it as a headache specialist and modern treatment.
B2B (pharmacists):
Antinevralgic is not recommended by the pharmacists, even it is far from being recommended as a headache specialist.
Advantage B2C and B2B (when recommending): Accessible price.
What changes in opinion and behaviour we want from ther TG according to the capmpaign?
B2B & B2C:
we want do be clearly positioned as the headache specialist
because we are now Zentiva product we even want to shift our oldish style to modern perception
we want to be seen to be reminded and therefore recommended or being think of as a first choice when one’s having headaches
Information which motivates the TG for reaction and make difference from competitors. What we want from the TG to remember. Informative and suggestive version.
Informative „without emotions“
Antinevralgic P – well known remedy against headaches.
Suggestive „with guts“
Antivralgic P, without headaches!
Reason-to-believe (facts, information, data, terms, discounts, composition).
Product composition:
Acetylsalicyl Acid – 250mg
Paracetamolum – 150 mg
= analgesic and antipyretic effect
Anhdrous Caffeine – 20mg
= weak psihomotive stimulant and anti-migrane
(Mandatories, C.I.)
Use general headline from the current communication: Antinevralgic P, without headaches!
- Only general graphic layout
(TIP: try to use for example shapes from the package and somehow connect it with the idea of the cure as a headache specialist)
- All POS under Zentiva branding
- Warning announcment
Wobbler
Leaflet (text will be delivered by the client asap according to the timing)
Shelf-talker
CLIENT TO PROVIDE AGENCY WITH SHARP PRODUCT DATA ASAP!
CLIENT TO SPECIFY EXACT FORMATS
+ WHERE THE WARNING CNA ANNOUNCEMENTS ARE NEEDED (WILL PROVIDE THE TEXTS AS WELL)!