Bucharest, June 26, 2012 ‐ Lowe&Partners and Medic One have teamed up to create a new communication campaign for Aspacardin, an adjuvant treatment for arrhythmias, produced by Terapia Ranbaxy.
The brief received by the agency was to create a fresh and innovative communication concept for Aspacardin. The idea of the campaign came from the fact that arrhythmia prevention is far from being a habit in Romania.
“Although many people in Romania suffer at least once in life from arrhythmia, only a few of them consider preventing it. And we are not only talking about the elderly, but also young people who are confronted with a hectic rhythm of life, suffering from stress and trying to joggle their profession with their personal life. Thus, we wished to target both these two categories, equally, with this campaign. And the creation team from Lowe has helped us to find a nice and funny way to communicate this message to them”, says Oana Voinescu, Product Manager Terapia Ranbaxy.
The campaign will run on TV, but it will also include an online channel and flyers addressing patients and doctors.
“There are a lot of legal constraints on drug communication, so an advert for this category is a challenge for every creative professional. Especially, when you want to think outside the box. And this is exactly what we were aiming, to be different, to bring colour and relaxation into the crowded commercials on pills and embrocations”, says Corina Sofariu, Account Director Medic One.
The TV spot made by Lowe&Partners captures the idea that women are those who take care most of their own health and their families, especially when it comes to heart‐related problems.
“Aspacardin is a medicine that rapidly cures arrhythmias. It is enough to think about it and your imagination can take you pretty far. The secret is to keep a balance between funny and relevant,
between entertainment and the power to synthesise and send out a clear information. We came up with plenty of crazy ideas, but finally we had to choose one that would send our message in the most precise and accurate manner. Matzisor and Pufulet, the main characters from the TV spot are based on real‐life stories,” says Marina Cordun, Copywriter Lowe&Partners.
The team that contributed to this campaign:
- ‐ Oana
- ‐ Razvan
Director, Marina Cordun – Copywriter, Luisa Leizeriuc – Copywriter, Ana Maria Vasilache ‐ Copywritter, Alexandru Micu – Art Director, Corina Șofariu ‐ Account Director from Lowe&Partners and Medic One.
About Lowe&Partners Romania
•Awards: Epica, Clio, New York Festivals, Cresta, Golden Hammer and locally, at Effie, Ad’Or, AdPrint.
•For 19 years Lowe has worked for clients such as: Bancpost, Bergenbier S.A., Ferrero, Terapia Ranbaxy, Unilever (Domestos, Cif, Rexona, Rama, Clear, Signal, Delikat), Praktiker, Johnson & Johnson or Romanian Red Cross
•Lowe is an american company based in London with offices in about 90 countries and over 9000 employess.
•Lowe &Partners is part of Lowe Group. The other sister agencies in the group are: Initiative, Brand Connection, GolinHarris, HyperActive, Mobile Works şi Medic One.
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