Boss… – (Maxflu)

Promosapiens Case Study EN, Projects


Project background:
Most campaigns in the pharmaceutical industry have sterile, animated depictions of pain points and their resolution without any emotional connection to patients. Although there are rules for advertising over-the-counter medications, emotional connection with patients, with no conscious or unconscious intention to manipulate information is both desirable and possible.

The psychology behind the idea:
The increase in likeability is caused by associations, especially if they are witty. Due to the fact that people feel good when joking, humor can significantly encourage a positive perception of the brand.

The “Boss…” campaign is a humorous portrayal of the most common flu and cold symptoms as “bad” excuses for not coming to work.

13% increase in “brand recall” during the digital campaign.



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