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海绵
案例简介：见解、战略和想法: 目标是将 Panadol Ultra 定位于危地马拉农村地区，那里的大多数人口由文盲率高的玛雅后裔妇女组成，是消除头痛的品牌。洞察力很简单: 我们需要想出一种方法来与不会读写的观众交流，同时我们必须推广品牌。 创意执行: 我们做了一个利益的视觉表现。我们找到了一种对他们来说感觉自然的媒介，这是他们日常生活中的习惯性的东西; 把东西戴在头上。这就是为什么我们创造了一个 Panadol Ultra 药丸形状的海绵，他们可以用它作为垫子，帮助他们减少这种习惯产生的不适和头痛。这不仅是为了她们的个人利益，这些女性也成为了 Panadol Ultra 的步行广告。 结果和有效性: Panadol Ultra 在目标农村地区的销售额增长了 45%，成为唯一一个能够征服市场的品牌，在那之前，这个市场是不可能渗透的。
海绵
案例简介：Insights, Strategy and the Idea: The objective was to position Panadol Ultra in rural areas of Guatemala, where most of the population is comprised of women from Mayan descent with high levels of illiteracy, as the brand that eliminates headaches. The insight was simple: we needed to figure out a way to communicate with an audience who couldn't read or write, and at the same time we had to promote the brand. Creative Execution: We made a visual representation of the benefit. We found a medium that would feel natural to them, something habitual in their daily lives; carrying things on their head. That’s why we created a sponge in the shape of a Panadol Ultra pill, which they could use as a cushion and help them reduce the discomfort and headaches that this habit generates. This was not only for their personal benefit, but also these women became walking ads for Panadol Ultra. Results and Effectiveness: The sales of Panadol Ultra increased by 45% in the targeted rural areas, becoming the only brand that has been able to conquer a market that until then had been impossible to penetrate.
Spongepill
案例简介：见解、战略和想法: 目标是将 Panadol Ultra 定位于危地马拉农村地区，那里的大多数人口由文盲率高的玛雅后裔妇女组成，是消除头痛的品牌。洞察力很简单: 我们需要想出一种方法来与不会读写的观众交流，同时我们必须推广品牌。 创意执行: 我们做了一个利益的视觉表现。我们找到了一种对他们来说感觉自然的媒介，这是他们日常生活中的习惯性的东西; 把东西戴在头上。这就是为什么我们创造了一个 Panadol Ultra 药丸形状的海绵，他们可以用它作为垫子，帮助他们减少这种习惯产生的不适和头痛。这不仅是为了她们的个人利益，这些女性也成为了 Panadol Ultra 的步行广告。 结果和有效性: Panadol Ultra 在目标农村地区的销售额增长了 45%，成为唯一一个能够征服市场的品牌，在那之前，这个市场是不可能渗透的。
Spongepill
案例简介：Insights, Strategy and the Idea: The objective was to position Panadol Ultra in rural areas of Guatemala, where most of the population is comprised of women from Mayan descent with high levels of illiteracy, as the brand that eliminates headaches. The insight was simple: we needed to figure out a way to communicate with an audience who couldn't read or write, and at the same time we had to promote the brand. Creative Execution: We made a visual representation of the benefit. We found a medium that would feel natural to them, something habitual in their daily lives; carrying things on their head. That’s why we created a sponge in the shape of a Panadol Ultra pill, which they could use as a cushion and help them reduce the discomfort and headaches that this habit generates. This was not only for their personal benefit, but also these women became walking ads for Panadol Ultra. Results and Effectiveness: The sales of Panadol Ultra increased by 45% in the targeted rural areas, becoming the only brand that has been able to conquer a market that until then had been impossible to penetrate.
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