SapientNitro North America Creative Work

TitleUntie the Knots
Agency
Campaign Untie the Knots
Advertiser Boehringer
Brand Buscopan
Business Sector Health & Pharmaceutical Products
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. 

Philosophy

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. 

Media Type Mobile Advertising
Length
Creative Director
Chief Creative Officer
Project Manager
Account Director
Media Director
Illustrator
Worldwide Chief Creative Officer
Senior Copywriter
Senior Art Director
Strategy VP

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