Joel Limchoc
Director at BBDO Guerrero
Makati City, Philippines
TitleStamp
Agency
Campaign For Persistent Headaches
Advertiser Bayer HealthCare LLC
Brand Saridon
Date of First Broadcast/Publication
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
Executive Creative Director
Client Supervisor
Producer
Producer
Copywriter
Copywriter
Art Director
Art Director
Art Director
Creative Director
Sound Production
Executive Creative Director
Creative Director
Post Production
Director of Photography
Director
Producer
Strategic Planner
Client Supervisor
Account Manager
Account Director
Copywriter
Client Supervisor

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