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Machine-Acting Humans

The Voltaren Campaign Reminds You of the Things We Do Sometimes

— May 12, 2011 — Marketing
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.
Trend Themes
1. Anti-inflammatory Campaigns - There is an opportunity to use over-exaggeration to empathize with consumers and increase brand awareness in the health industry.
2. Machine Mimicry - Incorporating the idea of humans acting like machines in advertising campaigns can attract attention and promote consumer engagement in various industries.
3. 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
1. 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.
2. 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.
3. 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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