Buscofem: CAR BARRIER WITH PERIOD PAINS

Credits & Description:

Advertiser: BOEHRINGER
Agency: Y&R SÃO PAULO
Category: Commercial Public Services Incl. Healthcare & Medical
Account: Bianca Paulucci (Y/R)
Art Director: Eduardo Araujo (Y/R)
Production Grafica: Elaine Carvalho (Y/R)
Art Director: Cleber Cardoso (Y/R)
Executive Creative Director: Flavio Cassarotti (Y/R)
Media: Glaucia Montanha (Y/R)
Planner: Eliana Yamaguchi (Y/R)
Art Buyer: Monica Beretta (Y/R)
Chief Creative Officer: Rui Branquinho (Y/R)
Account: Ticiana Cardoso (Y/R)
Art Buyer: Stephanie Wang (Y/R)
Account: Vivianne Brafmann (Y/R)
Planner: David Laloum (Y/R)
Media: Julio Campos (Y/R)
Planner: Erika Kitabayashi (Y/R)
Creative Director: Flavio Casarotti (Y/R)
Media: Gustavo Gaion (Y/R)
Copywriter: Rafael Barreiros (Y/R)
Production Grafica: Ronaldo Cavalcante (Y/R)
Creative Director: Rui Branquinho (Y/R)
Account: Sandra Borges (Y/R)

Client Brief Or Objective
Our goal was to promote the product Buscofem, whose benefit is to eliminate menstrual cramps.The target audience was both consumers and non-consumers.The strategy was to make the campaign in a predominantly female environment: Shopping Mall.

Implementation
In order to show women how their emotional state is during the menstrual period, we made a recording of an angry female voice, and used it instead of the regular recordings played on car park barriers at shopping malls. This anger was perceived by the tone of the voice and the harsh speech that came from the car park barrier. The goal was to alert them of the need to get rid of the cramps by taking Buscofem.

Relevancy
The creative idea was relevant to the product because it showed a problem of the female universe in an environment where the audience is predominantly female: the Shopping Mall.

Outcome
In the menstrual cramps medicines Brazilian market there are other brands with more tradition, financial investment and recognition than Buscofem. Based on this context, the campaign was an opportunity for the brand to be more close to the public using a considerably lower budget than its competitors, and still making women think about how menstrual cramps can affect their daily lives