PT Phapros Tbk, a pharmaceutical company from Indonesia founded in 1954 has spent more than 5 decades producing high quality products. They have received several awards, such as Good Manufacturing Practices (GMP) in 1990, the Certification of ISO 9001 in 1999, ISO 14001 in 2000 and OHSAS in 2010.
With a portfolio of 232 products, of which 163 are self-developed, they decided to invest in highly creative marketing for one of its flagship products: Antimo.
They approached Hakuhodo, located in Jakarta, Indonesia, to develop a message that was clearly identified the product’s benefit.
Thus, the creative minds of Costantine Chew, Anton Jaya and Lucy Novita gave life to a simple but very clear answer explanation of Antimo: no more motion sickness. And then they devised a creative way to show that in action.
This is a good example of something that’s easy to understand but difficult to execute: “get straight to the point!”
When we understand the needs of our target, we don’t need to cloud our message with extraneous info; we need to give priority to the central promise. If we do that creatively, using all the tools at our disposal, when they day comes that they need our product, our brand will be the first name to pop into their head.
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