A Steep Pass for Generics
Pharma SFLB turns the FC Münchwilen veterans into stars for a generic drug commercial.
Pharma SFLB turns the veterans of FC Münchwilen into stars for a generics advertisement. Novartis, headed by Vasella, sponsors FC Basel. The chemical multinational Bayer also sponsors a soccer team with Leverkusen. Both Basel and Leverkusen play in the top league - and thus also convey a high-class image for their backers, who obviously have to earn a lot if they can afford such an expensive passion as a top team. But what does a pharmaceutical company do if it doesn't want to rip off as much money from its customers as Novartis or Bayer do?Helvepharm is a pharmaceutical company that specializes in the production of generic drugs. And it is in the nature of generic companies to copy things. So it stands to reason that the generic drug company from Frauenfeld would do the same as most other pharmaceutical companies and also sponsor a soccer team. But since Helvepharm wants to be economical for its customers, it does not support a prominent soccer club from the Superleague, but the veterans of FC Münchwilen.
This idea for the modest sponsorship comes from the Spillmann Felser Leo Burnett agency. SFLB has been tasked with creating the overall image and raising the profile of Helvepharm. A multi-stage campaign with various advertising media has now been developed for this purpose.
Since April 28, 2007, the veterans of FC Münchwilen have been playing the main role in four TV commercials created in collaboration with Michael Steiner ("Mein Name ist Eugen", "Grounding"). In the main spot, the sponsorship is announced. In three shorter spots, the veterans are wished good luck for the upcoming match, congratulated on their victory or supported in difficult times, depending on the current events. The spots are resolved with the claim: "Helvepharm, the modest pharmaceutical company."
The kick-off of the campaign took place last week at the championship match of the veterans of FC Münchwilen against the veterans of FC Aadorf. Doctors, the press and residents of Münchwilen and the surrounding area were invited to this match, at which the world premiere of the commercials also took place on the pitch. In keeping with the style, sausage and free beer were served at the match, accompanied by the Harmonie band.
Doctors and the press were prepared for the story in advance of the launch event with 12,000 mailings. One package contained explanatory information as well as a picture card with the entire team. The title: "Get to know these men before they are TV stars. This should indeed soon be the case when the eye-catching commercials are shown on television every week before and after every FC Münchwilen game. The package therefore also included a set of fan items ranging from the obligatory sash to the trumpet and 23 panini pictures featuring the veterans.
To invite the residents of Münchwilen and people from the region to the championship game, a small poster was realized. With pictures from the commercials and also the title: "Get to know these men before they are TV stars." The poster was hung in bakeries, clubhouses and restaurants in the region.
Since the end of April, everything worth knowing about the players can be read, seen and heard on the website www.veteranen-fcmuenchwilen.ch. The sponsorship agreement has been concluded for three years.
Helvepharm has already won gold for its packaging at the Swiss Marketing Trophy 07. The design of these packs was also adopted for the football team's shirts. Helvepharm in Frauenfeld sells around 220 articles. Many doctors are shareholders of the SME.
Andreas Panzeri
This idea for the modest sponsorship comes from the Spillmann Felser Leo Burnett agency. SFLB has been tasked with creating the overall image and raising the profile of Helvepharm. A multi-stage campaign with various advertising media has now been developed for this purpose.
Since April 28, 2007, the veterans of FC Münchwilen have been playing the main role in four TV commercials created in collaboration with Michael Steiner ("Mein Name ist Eugen", "Grounding"). In the main spot, the sponsorship is announced. In three shorter spots, the veterans are wished good luck for the upcoming match, congratulated on their victory or supported in difficult times, depending on the current events. The spots are resolved with the claim: "Helvepharm, the modest pharmaceutical company."
The kick-off of the campaign took place last week at the championship match of the veterans of FC Münchwilen against the veterans of FC Aadorf. Doctors, the press and residents of Münchwilen and the surrounding area were invited to this match, at which the world premiere of the commercials also took place on the pitch. In keeping with the style, sausage and free beer were served at the match, accompanied by the Harmonie band.
Doctors and the press were prepared for the story in advance of the launch event with 12,000 mailings. One package contained explanatory information as well as a picture card with the entire team. The title: "Get to know these men before they are TV stars. This should indeed soon be the case when the eye-catching commercials are shown on television every week before and after every FC Münchwilen game. The package therefore also included a set of fan items ranging from the obligatory sash to the trumpet and 23 panini pictures featuring the veterans.
To invite the residents of Münchwilen and people from the region to the championship game, a small poster was realized. With pictures from the commercials and also the title: "Get to know these men before they are TV stars." The poster was hung in bakeries, clubhouses and restaurants in the region.
Since the end of April, everything worth knowing about the players can be read, seen and heard on the website www.veteranen-fcmuenchwilen.ch. The sponsorship agreement has been concluded for three years.
Helvepharm has already won gold for its packaging at the Swiss Marketing Trophy 07. The design of these packs was also adopted for the football team's shirts. Helvepharm in Frauenfeld sells around 220 articles. Many doctors are shareholders of the SME.
Andreas Panzeri
