A disruptive campaign: alive, dynamic, effective.
Positioned in a sleepy category with a largely mis-targeted audience, Norflex wanted to reignite an established medicine and redefine the brand’s indications in the mind of the healthcare professional and consumer.
<p style="font-weight: 400">The brief centred around increasing brand awareness and challenging perceptions. Norflex wanted consumers to be able to relate to a strong campaign visual that clearly identified their health issue and communicated a possible solution. At the same time, GP’s needed to be reminded of Norflex’s relevance in managing a specific category of pain which is often also relevant to the millennial consumer.</p> <p style="font-weight: 400">Norflex works to reduce pain caused by muscle spasm – a largely misunderstood term. By communicating what a spasm is, and how it makes a person feel, we were able to connect with those suffering on an emotional level. Understanding that a spasm is a tensing of the muscle that restricts blood flow, was the starting point in developing a bold visual metaphor that is identifiable and easily understood.</p> <p style="font-weight: 400">Our campaign visuals communicate restriction and pain, explaining the current state and desired future state. Unwinding the pain and the subsequent relief that comes with it.</p> <p style="font-weight: 400">We gave Norflex a bold creative proposition, with striking campaign imagery and simple, undiluted messaging. Boosting both consumer and HCP brand recall and starting a conversation that is relatable and personal – one anchored in the individuals pain experience.</p> <p style="font-weight: 400">This double facetted campaign encourages Kiwi’s to consider proactively thinking about their health, inviting them to speak with their doctor as to whether a new approach to their recovery might be right for them. To support the healthcare professionals an information kit that educates around efficacy, indications, and first line treatment options has been provided to assist GP’s in diagnosis, as well as providing patient materials for further support.</p> <p style="font-weight: 400">A media amplification strategy looking to seek out a new audience covered print, digital, social, OOH and radio.</p>