Thomapyrin Design & Branding OP ART BANNER by Euro Rscg Dusseldorf

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OP ART BANNER

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Industry Hospitals, Healthcare facilities & Medical Services
Media Design & Branding
Market Germany
Agency Euro Rscg Dusseldorf
Creative Director Martin Breuer, Martin Venn Grey Germany Gmbh
Art Director Ingmar Krannich, Guido Eichhoff
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: BOEHRINGER INGELHEIM PHARMA
Product/Service: THOMAPYRIN HEADACHE MEDICINE
Agency: EURO RSCG DÜSSELDORF
Date of First Appearance: Apr 1 2011
Entrant Company: EURO RSCG DÜSSELDORF, GERMANY
Entry URL: http://www.award-submission.com/thomapyrin/twist/
Chief Creative Officer Germany: Felix Glauner (Euro RSCG Duesseldorf)
Chief Creative Officer: Pit Kho (Euro RSCG 4D)
Creative Director: Martin Breuer (Euro RSCG Duesseldorf)
Creative Director: Martin Venn (Euro RSCG Duesseldorf)
Art Director: Guido Eichhoff (Euro RSCG 4D)
Art Director: Ingmar Krannich (Euro RSCG Duesseldorf)
Graphic Designer: Michel Becker (Euro RSCG Duesseldorf)
Graphic Designer: Siegfried Diersch (Euro RSCG Duesseldorf)
Programmer: Luc Malmendier (Euro RSCG 4D)
Media placement: Online Popup Banner - E.g. N-Tv.de (News Channel) - April 1st 2011

Describe the brief from the client
Create a banner campaign for a younger target audience, which still conveys that Thomapyrin is the best cure for any kind of headache, but in a playful and innovative way.

Describe the challenges and key objectives
As one of the oldest pain medicines in Germany, Thomapyrin mainly appeals to a more mature target audience. One of the main challenges of this campaign was to refresh the brand image to attract a younger target group.

The difficulty of this task is that the target audience is known to be very quick to close popup banners with the x button in the upper right corner. Additionally, conventional banner ads –especially in the pharmaceutical sector – seem to have little or no appeal to younger audiences.

Describe how you arrived at the final design
We created beautiful op-art banners with a purposeful side effect: they create a slight headache just by looking at them.
Once the viewer clicks to close the banner, the advertising message is displayed. Clicking in the upper right corner triggers the Thomapyrin tablet, which dissolves and causes the banner and the headache to disappear.

With this approach, we are turning the target’s reluctance to view the ad into the ad itself. In an entertaining and disarming way, the ad message is conveyed when the viewer tries to avoid yet another banner ad.

Give some indication of how successful the outcome was in the market
During the campaign, traffic on the Thomapyrin website has increased by 10%. Due to the positive feedback on the market and within the advertising community, a second launch of the banner campaign is planned for the second half of the year.