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How to promote brand in a category, where consumers don’t care?


Nurofen headache pills needed to stand out of the clutter in one of the most  conservative (and boring ;) market — pharmaceutics.


Creativity & juicy craft are on its way to save the day!



Problem
8 of 10 people suffer from a headache caused by worrying a lot.
Having a headache, you don’t care about the pill’s brand. You just want to get rid of it quickly.

Solution
Every headache has it’s cause & story. As far as people don’t want to talk about the headache, they are willing to share the underlying stories.
A witty toy website for Nurofen Painkilling Tablets reveals the stories behind your
mundane problems and lets you make fun of them. A good irony and intelligent mocking are the best ways to let headache go.

ROLE


Creative ideation, design concepting, site ui/ux & art direction, campaign creative direction.





Through the research, moodboards and curation of the concept-designs —> tight grid was transformed into feed in order to focus user’s attention on each container and get rid of more than 2-3 focuses per screen.



Shaping the whole website’s story I’ve worked closely with copywriter & creative group-head and generated more than 200 interactive combinations inside the containers. 





Real headache tweets, games with a voice-algorithm of google-translator, interactive logos — late work-nights with developers have totally paid off :)




RESULTS



  • 180K people received headache prevention support during the first month of the campaign.

  • More than 4 minutes spent on the website.

  • 9% sales increased during the first week (*no other TV or POS ad that week).


Campaign was continued for the next year and set a base for a long-term brand communication platform, where Nurofen become the most relevant brand in the category.


Awards: ADC*E, Webby awards, FWA, Europen design, Golden hammer, White square, ADC*UA, Kakadu.


Created in ISD Group.