Aspacardin campaign for Terapia Ranbaxy Posted on


Matzisor
and
Pufulet,
the
characters
of
the
campaign
made
by
 Lowe&Partners
and
Medic
One
for
Aspacardin
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
Voinescu
–
Product
Manager
and
Claudia
Firez
–
Director
Marketing
from
Terapia

    Ranbaxy;

  • ‐  Razvan
Dumitrescu
–
Strategy
Director,
Oana
Serban
–
Account
Director,
Mihai
Fetcu
–
Creative

    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.

    ###

    For information please contact:

    Adriana Roşoga

    Tel: 0742.100.646
    E-mail: arosoga@golinharris.com