Creating Customer Centric Ads that Move Viewers
Maxigesic is an anti-inflammatory painkiller brand from New Zealand that is well-known in Australia and its own native country. In 2021, Maxigesic decided to expand their sales territory into Hong Kong and Singapore. With effective planning, Ztory was commissioned to create an advertising campaign that was proven successful.
Client
- Maxigesic
What We Did
- Brand Positioning
- Online Ad
- Print Ad
Before creating a storyboard, Ztory gathered information on drug efficacy and potency, as well as the state of Hong Kong’s market. Data analysis showed that there were two main types of painkillers, one of which being Paracetamol. Although it targets common symptoms such as headache, sore throat and joint pain, it does not work for everyone. Ibuprofen, the other painkiller, is more popular among foreigners. It is more effective than Paracetamol but options are rather limited.
Comparative findings also pointed out that Maxigesic is the first ever painkiller that contains both Paracetamol and Ibuprofen, and takes effect 78% faster than ordinary painkillers. Unlike Ibuprofen which usually requires a prescription from a doctor or pharmacist, Maxigesic is easier to access as it is considered over-the-counter medication.
Strategy
After conducting research and analyses, Ztory identified people who had studied or resided overseas as Maxigesic’s target customers, and came up with a rugby-themed ad campaign. The unmatched painkiller is likened to a big and strong rugby player who responds immediately to the ‘painful’ attacks of rugby balls. Australian and New Zealandish rugby is famous across the globe and loved by foreigners. Making connections between the sport and the New Zealand brand which is a bestseller in Australia, allows potential consumers to relate and develop a sense of trust.
So how to create a memorable advert? Identify industry trends, understand your consumer base, promote with content that meets customer needs, and move the hearts of many.
