Project background: In the Middle East, food is not only food, but also an important part of culture. How to highlight the product in such a challenging market, without putting the packshot in the foreground? With clever and ingenious copy (“Licenced to Grill”), photos of food that make us instantly hungry, and wordplay that conquers at first sight. Mechanics: …
For the things we don’t talk about (Lomexin)
Project background: Women’s intimate health is still a taboo topic. With the “For the things we don’t talk about” campaign, we demystify yeast infection as a common problem of millions of women around the world using intrigue and animated elements. Mechanics: Through animated depictions of an unpleasant situation that affects 75% of women at least once in their lives, …
To be like it was before (Olfen)
Project background: Although we frequently say “before was better”, pain can make us say it even more often. The competition on the market is big, just like the nostalgic feeling. Mechanics: Using the “Rosy retrospection” we highlighted the brand in a way that its benefits are associated with a good feeling. The campaign was created for digital channels (Facebook). …
Fun on a plate (Podravka Arabia)
Project background: Food is a part of Middle Eastern culture. The competition of brands in food production in this area is really big. How to be unique and highlight your food brand in such an environment and be noticed? Mechanics: With a pinch of humor and intrigue, we highlighted Podravka’s products through so-called Gestalt theory. We’ve used word play that …
THE EBBINGHAUS ILLUSION IN MARKETING
Project background: The Ebbinghaus illusion is an optical illusion in the perception of size, where a shape surrounded by smaller shapes seems larger, while the same shape surrounded by larger shapes seems smaller. Method: On a sample of 8.800 subjects, we conducted a survey in which subjects were asked which bowl of ice cream they would rather choose. The amount …
I WISH LINO WAS HERE (LINO)
Project background: How to mark and refresh customers’ connection with a product or service that exists since their childhood? Psychology behind the idea: People tend to remember the past better than it was and especially compared to the present. “Back then” everything was better. This psychological phenomenon is called “Rosy retrospection”, which we used to create a campaign to mark …
Top of Mind experiment
Project background: Brands that succeed to be mentioned first when a person is asked “Which brand from category X first comes to your mind?”, have a significantly higher chance of being the first choice when buying. Method: Using the “Top of Mind” software developed by Promosapiens based on methodologies used in explicit questionnaires (respondents consciously answer questions) and implicit measurements …
Boss… – (Maxflu)
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 …
Social proof strategy
Project background: The social proof strategy is based on the idea of normative social influence, which says that people will adapt to be liked by others and accepted by society. Method: We gave the respondents fictitious information that 80% of people peel a banana from the backside, expecting that information will influence their choice, although this information is untrue. We …
“When…” (Prolife)
Project background: The most important indication of the product is diarrhea, but this term should not be used. Mechanics: The human face has an almost hypnotic effect on the user’s attention. For umbrella communication, a copy was created based on the communication actually used by the target group in such situations. Marketing campaigns in the pharmaceutical industry are very …
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