Healthcare, Products & Services

Hospitals, HMOs, referral services, dental and medical care services, chronic care facilities, health insurance.

2017 BRONZE

Don't Ignore a Cough

Last winter Prospan was the little kid’s cough remedy that could. With everything stacked against it, a winning combination of finding and leveraging existing behaviors and using big data to build a predictive algorithm, the perfect message was delivered at precisely the right time to concerned Australian mums. By successfully aligning Prospan with maternal instinct, we achieved a 27% increase in sales, in a market which shrank by -8.5%.

Brand: Prospan
Client: Flordis
Agency: AFFINITY
Language: English

2017 BRONZE

Turning an Achilles heel into the greatest weapon

This is the tale of how Soothers, after losing 30% of their distribution, did the unconventional. They bucked the category conventions and made their Achilles heel, into their best weapon.   This is a story of how having broad appeal beats being laser targeted.
 
And how being a Jack of all trades really is better than being a master of one.
 
But most of all, this is a story about survival….and when you are in the fight of your life, conventional rules don’t apply.

Brand: Soothers
Client: Nestle Australia
Agency: Ogilvy
Language: English

2017 BRONZE

Butty&Belly

In China, proprietary Chinese medicine advertisements are subject to a lot of regulations, mostly conservative and traditional. "Rongchang Antai" is a famous brand of acne medicine in China. The ant slogan of "Autumn Navel, Hemorrhoids" is familiar to the public for many years, but consumers can't understand the principle of applying navel to cure hemorrhoids. Advertising regular routes, using innovative and exaggerated techniques to shape the image of “small butt” and “small navel”, and strengthen the interaction between them through the interaction of “small ass” and “small navel” to solve consumer perception. The problem, the vivid and interesting story also breaks the tradition and attracts more attention from young consumers.

Brand: Gangtai
Client: Rongchang Pharmaceuticals
Agency: Cheil China
Language: Mandarin

FINALISTS

Emirates NBD Signs

IKEA x MSF The Giving Room

Pharmeasy India Breaks Up With Their Chemists