Budget Epics - "Himalayan Showdown"|海报/平面|广告营销案例【ADGuider广告指南】

预算史诗 -- “喜马拉雅摊牌”

案例简介：ScriptInEnglish 我们在每一行听到一系列史诗般的声音效果。并在下半场以同样的顺序重复。MVO: 为了这个广告，我们派了一名 MMA 战士去西藏。面对愤怒的雪人。他折断了它的手臂。打碎它的膝盖。然后伸进胸部，取出脾脏。这里有雷吉。站在空调旁边。他拖着一把椅子穿过房间。拍几根芹菜。踩一些核桃。在打穿多汁的西瓜之前。同样的效果，但更实惠。就像 RiteMED 一样优质的仿制药。可在全国药店买到。 BriefWithProjectedOutcomes 菲律宾广告委员会对药品广告有严格的规定。禁止广告宣传 “处方药”。OTC 的广告不能提供全面的治疗方法，也不能提供没有适当声明的科学戏剧。RiteMED 仿制药受到两者的限制。这次活动强调了他们对价值和功效的整体品牌承诺，但没有提到具体的好处。简要解释谈到药品，菲律宾人将低成本等同于低质量。他们认为昂贵的名牌药物更有效 -- 即使它们的仿制药具有相同的活性成分和临床效果。菲律宾非处方仿制药的领先品牌 RiteMED 想消除这一神话。所以我们创建了一个广播活动，向听众展示不同的、大预算的场景，并将其与一个更经济实惠的版本进行比较，这个版本也同样有效，只是成本的一小部分。就像 RiteMED 一样观众我们用医学术语换了一个更有趣的想法 -- 通过使用音效来展示 RiteMED 总仿制药的品牌价值。通过捕捉听众的想象力，我们的三个地点能够以最史诗的方式传达一个简单的真相，为所有 RiteMED 的 160 多种药物。

预算史诗 -- “喜马拉雅摊牌”

案例简介：ScriptInEnglish We hear a series of epic sound effects at each line. And repeats in the same exact order for the second half. MVO: For this commercial, we sent an MMA fighter to Tibet. To face a raging Yeti. He breaks its arms. Shatters its kneecaps. Before reaching into its chest, and pulling out its spleen. And here we have Reggie. Standing next to the air-conditioner. He drags a chair across the room. While snapping a few celery sticks. Stomping on some walnuts. Before punching through a juicy watermelon. Same effect, but more affordable. Just like RiteMED. The premium-quality, generic medicines. Available at pharmacies nationwide. BriefWithProjectedOutcomes The Philippines’ Ad Council has strict rules on medicine ads. Ads for ‘prescription drugs’ are prohibited. Ads for OTC can’t offer total cures, nor scientific dramatizations without proper claims. RiteMED generics is limited by both. This campaign highlights their overall brand promise of value and efficacy, without mentioning specific benefits. BriefExplanation When it comes to medicines, Filipinos equate low cost to low quality. They think that pricey, brand-name medicines are more effective—even if their generic counterparts have the same active ingredients and clinical effect. RiteMED, the Philippines' leading brand for over-the-counter generics, wanted to dispel that myth. So we created a radio campaign that showed listeners different, big budget scenes and compared it to a more affordable version that works just as well, at a fraction of the cost. Just like RiteMED. Audience We traded the medical jargon for a more playful idea – demonstrate the brand value of RiteMED’s total generics through the use of sound effects. By capturing listeners’ imagination, our three spots were able to communicate a simple truth in the most epic way, for all of RiteMED’s 160+ medicines.