Case Studies


Bisolvon – “Don’t Hide Your Cough”
Philips Avent – “Rhythm In Motion”
BP – “Let Life Flow”

Bisolvon – “Don’t Hide Your Cough”

Challenge

The COVID-19 pandemic significantly hit Bisolvon sales, Sanofi’s OTC cough & cold brand. Stringent measures such as lockdowns and social distancing had curbed the usual winter cough & cold spread. It was time to re-ignite demand and conquer this challenging setback. Other cough & cold brands discounted heavily during the COVID spike. This option was not available to Sanofi. Instead, we had to leverage comms to differentiate ourselves and justify a price premium.

 Solution

As a result of the impact of COVID, the cough, which was once merely a common occurrence, became the synonymous symbol of severe respiratory illness. It also became clear that people did not just fear catching a cough, they were also suffering from “cough stigma”; we chanced upon a humorous observation/meme circulating the internet: “I used to cough to hide my fart, now I fart to hide my cough”

Our creative strategy aimed to use humour to dismantle this stigma attached to coughing, cutting through the prevailing atmosphere of pandemic-induced fear and apprehension to engage with people in a unique manner. Employing a delicately balanced humorous approach, we established rapport with individuals navigating their pursuit of a “New Normal.” By depicting exaggerated scenarios in which individuals’ resort to absurd measures to conceal their coughs, we struck a chord. We closely tied these “hiding disasters ” to our elevated brand line, “Don’t hide the cough, fight it with Bisolvon”

Creative

TVC

Key Visual

Retail

Results

1.5bn sales (+11.2%)
12.7% organic growth (+12.7%)
1st Multi-market Effie win for Sanofi


Philips Avent – “Rhythm In Motion“

Challenge

The journey of transitioning children from breastfeeding to bottle feeding is a demanding one for parents. Philips Avent’s latest innovation offers a solution: a bottle that mimics the natural breastfeeding process, making the switch between breast and bottle easier than ever. Our challenge was twofold: effectively communicating this unique feature and justifying its premium price tag. In showing how this innovation benefits both parents and children, we would effectively craft a message that highlights its game-changing nature, resonates emotionally, and positions it as an investment.

Solution

Since this was a product led campaign, our creative strategy used the key benefit to emphasise how only this teat is made to match how babies naturally drink. Our communication approach was based on this straightforward truth.

When we looked at what our competition were talking about breastfeeding, they all seemed pretty much the same – showing an unrealistically perfect idea of being a mom that doesn’t really capture the real challenges of parenting. The messy stuff, the nights without sleep – all the tough parts of getting babies used to new ways of feeding. Instead, we chose to zoom in on the way babies suckle, highlighting the specialness of it. This helped us show that Philips Avent is the only bottle out there that adjusts to different speeds, which is something other bottles don’t pay as much attention to.

Creative

OLV

KV

Online


BP – “Let Life Flow”

Challenge

In response to the rapidly changing mobility landscape, bp took on the task of installing electric charging infrastructure and shaping the charging network. This effort led to the creation of bp Pulse—a new brand that unified bp’s electric vehicle charging propositions.

Our comms brief was simple: make more people aware of bp Pulse and tell them about the scale of charging infrastructure. This meant reaching out to EV drivers who were using competitors’ products, as well as potential EV owners in specific markets.


Solution

Our aim was to emphasise how bp’s efforts made life easier for both EV owners and users. Simply put, bp Pulse ensured smoother experiences that aligned with their schedules. This helps people worry less about charging and focus more on enjoying their journey. Our campaign platform harnessed this benefit, that “Life flows” better with bp’s charging infrastructure.

Another important goal was to make electric vehicle charging a normal and familiar concept. We wanted to bridge the gap between the unknown and the everyday, making people feel comfortable with EV charging.

The creative brief also contained a distinctive element – the inclusion of the universally recognised ‘click’ sound that accompanies the successful insertion of an electric charger. This sound, cherished by EV owners, not only added a consistent mnemonic element to the campaign but also displayed our understanding of our audience’s needs. Also, it served as a distinct audio asset that reinforced our brand.


Creative

TVC


Key Visual

Online