Voltaren Promo, Case study BRING BACK THE JOY by Saatchi & Saatchi Jakarta

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Industry Hospitals, Healthcare facilities & Medical Services, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Indonesia
Agency Saatchi & Saatchi Jakarta
Executive Creative Director Dini D. Makmun
Creative Director Joel Clement, Glenn Marsalim, Andy Greenaway Clement
Art Director Aryanto Salim
Copywriter Panca Putera
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NOVARTIS
Product/Service: MEDICINE
Date of First Appearance: Sep 6 2010
Entry URL: http://www.bringbackthejoy.co.id
Executive Creative Director: Dini D. Makmun (PT. Perwanal Saatchi & Saatchi)
Creative Director: Glenn Marsalim (PT. Perwanal Saatchi & Saatchi)
Copywriter: Panca Putera (PT. Perwanal Saatchi & Saatchi)
Art Director: Aryanto Salim (PT. Perwanal Saatchi & Saatchi)
Agency Producer: Kania Nauli (PT. Perwanal Saatchi & Saatchi)
Planner: Lala Moerdijat (PT. Perwanal Saatchi & Saatchi)
Planner: Poppy Imlati (PT. Perwanal Saatchi & Saatchi)
Planner: Daniel S. (PT. Perwanal Saatchi & Saatchi)
Creative Director: Andy Greenaway (PT. Perwanal Saatchi & Saatchi)
Creative Director: Joel Clement (PT. Perwanal Saatchi & Saatchi)
Media placement: unconventional/ Event - news at different tv channels - 6 September 2010

Insights, Strategy & the Idea
The campaign was directed to any senior citizens above 50 - people of age whom are prone to joint pain. It's generally known that senior people could suffer from depression, because with old age came physical hindrance (eg. Due to joint pain) which prevented them from getting involved in many activities. The intention was to bring the brand essence "Joy of Movement" to live and engage the consumers emotionally, using the product benefit when empowering the consumers to remain active and create happiness for themselves.

Creative Execution
While the eastern customs stressed respect for the elderly, the senior citizens often felt undermined because they were deemed incapable for certain things due to their old age.
The creative solution tapped on the insight that senior citizens were always fond of their younger days' memories and wished they could relive them. The idea was to provide an opportunity for senior citizens to revive those happy moments, proving they still had the drive and that becoming old should not make them helpless.

Results and Effectiveness
With only a budget of USD 2,000, the originality of the movement attracted many media coverage resulting in over USD 120,000 media value. Out of the 100 direct mails sent to the communities, turned-up rate was 60% and the participants were very enthusiastic to spread the news to their fellow senior citizens. Bring Back the Joy was part of consumer engagement within the total marketing activities for VOLTAREN in 2010, and contributed to overall increased sales of 42% in 2010. There were even express of interest to create a similar movement amongst the senior citizens themselves.