Cristina Buenaventura
Strategic Planner at BBDO Guerrero
Makati City, Philippines
TitleWash
Agency
Campaign For Persistent Headaches
Advertiser Bayer HealthCare LLC
Brand Saridon
Date of First Broadcast/Publication 2012 / 4
Business Sector OTC Medicines (Pain Relievers, Cold & Flu, ...)
Tagline For persistent headaches.
Story Hardworking people get attacked by repeated headache symptoms in the form of persistent "headache doubles!"
Philosophy A Film Campaign that dramatizes persistent headache attacks in an engaging, humorous way, one that's relevant to our target market's experiences. The spots show repeated headaches coming to life in the form of "headache doubles" and attacking hardworking people nonstop, while they work nonstop. The headaches are usually aggravated by our market's already tough working conditions, therefore the need for a more powerful remedy.
Problem Saridon is a relatively small brand in the Visayas and Mindanao region. Our task was to re-launch the brand and to drive trial from a market known to be fiercely loyal to the competition with giant advertising budgets. All we needed was a campaign that would hit our market hard but would also make wise use of our limited budget.
Result The Saridon campaign continues to make a huge impact in the analgesics category. With just 0.3% the advertising budget of the top 2 brands, Saridon achieves 77% increase in sales, growing 110% - three times faster than the category, and pushing the brand from out of nowhere straight to number three, nationwide!
Media Type Television
Production Company
Chief Creative Officer
Creative Director
Copywriter
Account Director
Account Manager
Client Supervisor
Strategic Planner
Producer
Director
Director of Photography (DOP)
Post Production
Sound Production Hit Productions
Executive Creative Director
Executive Creative Director
Creative Director
Art Director
Art Director
Art Director
Copywriter
Copywriter
Producer
Producer
Client Supervisor
Client Supervisor

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