Ogilvy: Headache campaign created for Toppharm
Toppharm, a group of independent pharmacies in German-speaking Switzerland, focuses its communications on seasonal themes. This late summer, the focus was on headaches, a common ailment.
Toppharm pharmacies offer their customers a variety of services to help combat headaches. These range from general pain management counseling and advice on alternative medicine to headache assessments with ongoing patient support.
The corresponding communications campaign called for a high-impact key visual as well as its implementation across all advertising and marketing initiatives. Following the creation of last year’s skincare campaign, Ogilvy & Mather took on the creative development and execution of this year’s thematic campaign. The basic idea was based on the insight that headaches feel and manifest differently for everyone who experiences them. What they all have in common, however, is that they just won’t go away. This led to a campaign designed to dramatize precisely this message in a clear and eye-catching way.
Based on the key visual, a variety of advertising and communication materials were subsequently designed, ranging from storefront posters and flyers to online banners. The central concept—pain that you just can’t get out of your head—also served as the basis for the window displays at individual TopPharm pharmacies and other applications.
Responsible at Toppharm: Judith Lanz (Head of Marketing & Communications), Karin Kollmer (Project Manager, Marketing & Communications). Responsible at Ogilvy & Mather: Gaby Zimmerli (Overall Responsibility), Max Brunner and Nadia Peter (Consulting), Thomas Bolliger (Creative Director), Marcel Elsener (Concept/Copy), Stephanie Van Ophuisen and Mark Levay (Art Directors).
