The Voltaren Campaign Reminds You of the Things We Do Sometimes
Peter Vallas — May 12, 2011 — Marketing
References: voltaren & theinspirationroom
Anti-inflammatory drug Voltaren knows that being an average adult means we're not superman. A lot of daily tasks that we do force us to act like machines to get the necessary jobs done. Voltaren specializes in muscle pain and Saatchi & Saatchi Switzerland made a campaign that showed the brand's understanding of their consumers.
The Voltaren campaign consists of three print executions that feature three everyday adults performing the tasks of a forklift, crane and bulldozer. The campaign uses over-exaggeration to show what our muscles feel like they are doing in these everyday tasks. The tagline is very clear at the end, stating that humans do a lot of things we're not engineered for, so when that pain strikes, take Voltaren.
The Voltaren campaign consists of three print executions that feature three everyday adults performing the tasks of a forklift, crane and bulldozer. The campaign uses over-exaggeration to show what our muscles feel like they are doing in these everyday tasks. The tagline is very clear at the end, stating that humans do a lot of things we're not engineered for, so when that pain strikes, take Voltaren.
Trend Themes
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Anti-inflammatory Campaigns — There is an opportunity to use over-exaggeration to empathize with consumers and increase brand awareness in the health industry.
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Machine Mimicry — Incorporating the idea of humans acting like machines in advertising campaigns can attract attention and promote consumer engagement in various industries.
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Consumer Empathy Marketing — The use of empathy in marketing campaigns can create a strong emotional connection between the brand and the consumer leading to increased brand loyalty in various industries.
Industry Implications
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Pharmaceutical — Campaigns that empathize with the physical pains of consumers can initiate their brand loyalty and influence the decision-making process in the pharmaceutical industry.
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Construction — Incorporating the idea of machine mimicry in marketing campaigns can be utilized by the construction industry to capture the attention of its target demographic.
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Consumer Goods — Emotionally driven campaigns that utilize empathy can bring emotional resonance between the brand and the consumer leading to increased brand loyalty in the consumer goods industry.
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