Advertiser: LABORATORIOS ALTER
Agency: SHACKLETON
Category: Commercial Public Services, incl. Healthcare & Medical
Advertising campaign: FLUTOWN
Editor: Dani López (Blur Producciones)
Executive Creative Director: Juan Silva (Shackleton)
DM/Art Director: Lucía Agudo (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Creative Supervisor - Copywriter: Natalia Rodriguez (Shackleton)
Account Executive: Jair Rodríguez (Shackleton)
Graphic Producer: José Vicente García (Shackleton)
DM/Copywriter: Sergio Giraldo (Shackleton)
Creative Supervisor - Art Director: Tania Riera (Shackleton)
Producer: Pablo García Acón (Blur Producciones)
Director: Zipi (Blur Producciones)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Copywriter: Juan Silva (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Costume Designer: Zaida Rodríguez (Blur Producciones)
Special Effects: Arturo Balseiro (Blur Producciones)
DOP: Borja López (Blur Producciones)
Brand Manager: Elvis Santos (Shackleton)
Art: Roger Bellés (Blur Producciones)
Implementation
We created Flutown, a science fiction world inhabited by cold and flu symptons. In a dark and subdued tone of film noir, detectives 'Congestion' and 'Headache' enter a crime scene. A serial killer is running loose and has now killed 'Fever'. They discover their up against a real professional, someone capable of wiping out all the symptoms in Flutown: Couldina.Flutown went beyond a TV Spot. Special POS promotional bags for pharmacies and a print ad with a special edition newspaper 'Flutown Daily' with breaking news on the murder also conveyed the message: Couldina, a powerful weapon against flu symptoms.
Outcome
In just a week, the campaign notched up 9,400 views, a huge improvement on previous actions and spots for similar products, which have taken several months to break the 200-view mark. Couldina increased its brand awareness by 661% in February versus the previous year. Source: N&C AdvertisingSales increased 3% in the worst economic year in Spain. “This is a campaign that people actively enjoy watching again and again and which has doubtless boosted brand awareness.""A complete overhaul in Laboratorios Alter's communication strategy because something like this had never been done before in the flu remedy category." - Anuncios
Execution
With Flutown, Laboratorios Alter set about challenging the traditional codes prevalent in the pharmaceutical sector. A communication approach that challenges what people were used to seeing. Starting from the same premise as the competition – relieving symptoms – it goes one step further to create a parallel universe inhabited by symptoms. It takes the choice and use of the product as a given and dramatises the benefit in a highly visual manner.The storytelling offers heightened engagement and eschews the typical product demo. The style is intended to rejuvenate the brand, broadening its appeal to engage a younger target audience.
Client Brief Or Objective
There are dozens of flu and cold medicines to choose from. They all work, but while some increased their sales, others, like Couldina, watched them slump. Couldina's problem was that people saw it as old-fashioned. But we had one big thing going for us: pharmaceutical ads tend to be very much the same. This was our chance to do something completely different.Laboratorios Alter wanted to:a. communicate the efficiency of its flu and cold medicineb. rejuvenate the brand c. gain brand awarenessThe key was to differentiate from the communication tone used by the industry and its competitors.