CHC Insight’s Senior Editor, Nicola Allan, summarises the Creative Marketing Award winners from last week’s Nicholas Hall’s APAC e-Conference:
- Winner: Kalbe Consumer Health’s Mixagrip in Indonesia
The growth-driving campaign for Indonesia’s No.1 OTC systemic cold & flu remedy was centred around the idea that work and family pressures, climate issues and the pandemic make the “sandwich generation” tired and susceptible to illness but they cannot afford to miss a day of work. This led to the #AntiSkipHari (“No Skip Days”) initiative, which began with TV ads for Mixagrip and was expanded – in collaboration with creative company Ideacultura – with a digital video that recognises the pressure of daily responsibilities, plus offline marketing including posters on commuter trains and murals created by local artists. Kalbe’s goals were to help consumers avoid having to take time off work through illness, dispel the belief that cough & cold remedies cause drowsiness and fight back in a competitive category where rival brands focus only on TV and digital marketing
- 2nd place: ZP Therapeutics campaign for Physiogel in the Philippines
In 2020, a year of reset and self-care owing to the onset of Covid-19, ZP Therapeutics revived Physiogel following a hiatus from the spotlight. A digital campaign shared the message that only Physiogel contains BioMimic Technology to strengthen sensitive skin and make it soft, which led to the concept of “Strength in Softness”, a celebration of the gentle strength that women possess. From this, the Physiogel sisterhood (SiS) emerged including Strong Skin Stories sessions on Facebook Live featuring influencers and skin care experts. In 2022, the campaign was expanded with the SiS Days Out programme, where women who donated empty skin care bottles to be recycled were given tickets to free Physiogel wellness & pampering events. These strategies led to consumer reach far exceeding expectations and an above-average brand engagement rate
- 3rd place: Sanofi’s Ostelin in Australia
Australia’s dominant vitamin D brand was supported by “Ostelin Project Strong”, a campaign based on the idea that “Strong isn’t what a woman does. It’s who we are”. Sanofi partnered with visual media company Getty Images to showcase hundreds of photos of women that show a broad interpretation of women’s strength with the aim of enticing the younger generation and encouraging them to think about bone health without disenchanting the core 55+ target audience. Ostelin Project Strong, which boosted brand sales and share, also partnered with the 100 Women charity to support its mission of empowering women in various aspects of life
Nicholas Hall Writes: The Awards were of a very high standard and since we added the 5-minute case studies from companies showcasing their campaigns, the number and quality of entries have increased every year. We shortlisted four entries for online voting by delegates, not including the Special Award winner, Bayer China’s Canesten. The three campaigns shown above were worthy winners, but I’m going to give a special shout-out to a non-winner, Sanofi Korea’s Dulcolax for “K-Poop Star”. The case study showed a 360° campaign that attempts to break the taboo of constipation. Sadly we weren’t shown Dulcolax’s Tik Tok digital ads, which are some of the best I’ve ever seen, and absolutely in line with K-Pop culture as a way of reaching a younger target audience. Turning K-Pop into K-Poop is just brilliant.
Put your campaigns in the spotlight when you enter for our CHC Marketing Awards, to be presented during Nicholas Hall’s 33rd European CHC Conference in London on 19-21 April. For more information on entry criteria, or to book your place at this conference and save with the early bird booking discount, please contact elizabeth.bernos@NicholasHall.com.
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