SapientNitro North America, Boston Follow Update

  • 131 Dartmouth Street 3rd Floor
  • Boston, MA 02116
  • United States
  • Phone: (+1) (617) 621 0200
  • Fax: (+1) (617) 621 1300

Buscopan - "Untie the Knots" - SapientNitro North America

  • Untie the Knots
  • Buscopan
  • Boehringer
  • SapientNitro North America
  • Brazil
  • Untie the Knots
Product CategoryHealth & Pharmaceutical Products
Media TypeMobile Advertising
Length89 Seconds
Creative Director Tiago Lucci
Chief Creative Officer Marcelo Tripoli
Project Manager Roberta Melo
Account Director Flavia Denser
Media Director Marcelo Camargo
Illustrator Raphael Sonsino
Worldwide Chief Creative Officer Gaston Legorburu
Senior Copywriter Ricardo Miller
Senior Art Director James Corderio
Strategy VP Carlos Borges

Story

Buscopan is a medicine for any kind of abdominal pain. But people only think of medicine when they feel pain. The challenge: to make people remember Buscopan even when they are not feeling pain. We created a game for tablet and mobile. The objective is simple: untie the knots in the belly region (the knots represent the pain). To do this, you have to memorize a sequence of sounds and colors emitted by the knots. If you lose, you can use Buscopan to keep playing. You also can compete with your friends on Facebook to make the experience more social and fun. In the first week, the game reached 10,000 downloads in the App Store and Google Play. People spent an average of 8.5 minutes playing with the app. 

Concept

belly region (the knots represent the pain). To do this, you have to memorize a sequence of sounds and colors emitted by the knots. If you lose, you can use Buscopan to keep playing. You can also compete with your friends on Facebook to make the experience more social and fun. With this game, we talk about a boring theme (pain) in a very funny way by positioning the product as a belly solution. We could also get a better approach with men – usually, Buscopan was used by women for menstrual colic, which created the idea that this medicine is only for girls, but it’s not. 

Problem

Buscopan is a medicine for any kind of abdominal pain. It's the best solution because it's an antispasmodic, healing the principle of pain. But people only think of medicine when they feel pain. And many times, they substitute Buscopan by analgesics or something similar. The challenge: to make people remember Buscopan even when they are not feeling pain. 

Result

In the first week, the game reached 10,000 downloads in the App Store and Google Play. People spent an average of 8.5 minutes playing with the app.