Holes in the poster, but not in the wallet
Pharma Werbeanstalt Schweiz has launched a second season of generic drug advertising for Sandoz, featuring context-sensitive posters throughout Switzerland.
Pharma Werbeanstalt Schweiz has launched a second season of generics advertising for Sandoz with context-sensitive posters throughout Switzerland. On the one hand, we are concerned about rising health insurance premiums due to the explosion in healthcare costs. On the other hand, there are new products from suppliers with enormous savings potential: Generic drugs. With the introduction of the differentiated deductible in January 2006, the battle in the generics market has now really begun. Sandoz can claim a large share of this business for itself. The generics offshoot of Basel-based Novartis has risen from fifth place to number two in a very short space of time - with a possible trend towards market leadership. In an initial campaign in spring 2006, the aim was to "create trust in generics through education", as Reto Dürrenberger explains his strategy at the advertising agency. The posters had to provide answers to the questions: Why should I buy generics? Aren't generics just cheap copies? Are they also effective/good?
In the meantime, the market has changed. Generics are generally accepted and recognized by society. Now it's all about the choice of brand. The current autumn and winter campaign therefore aims to follow a similar concept and address the current situation in the pharmaceutical market. It communicates with clear headlines such as "You and your wallet are on the road to recovery: in the nearest pharmacy" or "Ticket prices are constantly rising. With generics, it's the other way around".
The text subjects were hung up as "context-sensitive posters" with a reference to the local surroundings of the posters. In train stations, for example, there is a "Ride 1st class, pay 2nd class" motif or "Thanks to generics, expensive medicines will die out just like telephone booths" on a telephone booth. 3D poster sites are also used. Posters with the slogan "At last, the price of medicines is starting to fall" have the entire billboard at an angle. For "Ask your doctor or pharmacist for generics from Sandoz", real holes have been milled into the poster site. The message "Our low prices can blow your mind" is supported by a huge and real three-dimensional handle. The advertising agency emphasizes that the cooperation with APG worked "very well" during the implementation.
They are already working on a new campaign for next year. However, as the third campaign for Sandoz, it will "look different", as CD Sarah Hiltebrand reveals.
Andreas Panzeri
In the meantime, the market has changed. Generics are generally accepted and recognized by society. Now it's all about the choice of brand. The current autumn and winter campaign therefore aims to follow a similar concept and address the current situation in the pharmaceutical market. It communicates with clear headlines such as "You and your wallet are on the road to recovery: in the nearest pharmacy" or "Ticket prices are constantly rising. With generics, it's the other way around".
The text subjects were hung up as "context-sensitive posters" with a reference to the local surroundings of the posters. In train stations, for example, there is a "Ride 1st class, pay 2nd class" motif or "Thanks to generics, expensive medicines will die out just like telephone booths" on a telephone booth. 3D poster sites are also used. Posters with the slogan "At last, the price of medicines is starting to fall" have the entire billboard at an angle. For "Ask your doctor or pharmacist for generics from Sandoz", real holes have been milled into the poster site. The message "Our low prices can blow your mind" is supported by a huge and real three-dimensional handle. The advertising agency emphasizes that the cooperation with APG worked "very well" during the implementation.
They are already working on a new campaign for next year. However, as the third campaign for Sandoz, it will "look different", as CD Sarah Hiltebrand reveals.
Andreas Panzeri
