Supermums club.
Arterium
2020
Categories of works.
PROJECT OVERVIEW.
The pharmaceutical industry is one of the most competitive ones in Ukraine. In 2019, there was a sales decline in the antibiotics category despite the general growth of the pharmaceutical market. Arterium, as the category leader, suffered the biggest losses. At the same time, being aware of its social responsibility, Arterium had an ambitious goal to take part in addressing larger global challenges related to antibiotics consumption – bacterial resistance which will kill 50 million people annually by 2050.
Postmen’s task was to restore sales by reinstating trust in antibiotics, with an additional challenge to raise awareness of bacterial resistance to prevent a global catastrophe.
IDEA AND SOLUTION.
We decided to create an educational digital project in the form of a gamified series “Antibacterium from Arterium” for mums who, according to our strategy, were supposed to become agents of global and business changes.
The educational series consists of 10 episodes. In each series, famous mums – bloggers talk with a pediatrician expert about the basic rules, problems and useful tips of using antibiotics. Their conversation is joined by animated characters: Supermum, her Superbaby and 10 species of evil bacteria.
After watching the lectures and passing the tests, the mother receives “achievements” – special badges of achievement which upgrade her super-heroine costume. After completing the course successfully, the mother is awarded a certificate and a branded Facebook frame and becomes a Supermum.
RESULTS.
In the first quarter of 2020, Arterium’s antibiotics segment grew by 34% and by 17% in units, as compared to the first quarter of 2019. We succeeded in attracting attention to the brand and antibiotics during and after the active campaign.
FIGURES.
3.5 million
impressions
14 thousand
visitors
Team.
CEO
Account Manager
Chief Operating Officer
Creative Copywriter
Creative Producer
Videographer
Art director
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