Traumeel

The Havas Digital Kyiv team developed an audiovisual advertising campaign for the Traumeel brand without stereotypes – no images of an injured hero being saved by his wife with a miraculous elixir. In such cases, everything is understood without words – how, what, and why it happened. Enough with monotonous pharmaceutical ads.

Traumeel by TM HEEL is a broad-spectrum product available in four forms: ointment, gel, tablets, and injections. Our task was to create an impressive, atypical campaign for the pharmaceutical sector and focus the audience’s attention on two product formats: ointment and gel.

We created a series of videos that use sound to depict the complete cycle of injury and locations to reveal the hero’s personality. We used common household situations: cleaning, repairs, and sports activities. Each video begins with a universally recognizable sound of tragedy, then transitions to suffering and ends with the hero venting their anger on objects. As the hero suffers, we see the location’s surroundings and understand who got injured and under what circumstances. Each lament is interrupted by the narrator’s voice, who offers Traumeel in two forms to alleviate the pain: “Try Traumeel – ointment or gel.” The campaign consists of a series of videos (15 seconds and 6 seconds) and banners. These materials direct viewers to the brand’s product website, where detailed information about each form of the product is provided.

The videos and materials are ready. But what do you do when your product has 120 competitors, 10 of which have advertising budgets 30 times larger than yours? Of course, you find your target audience. We need to identify a sufficient sample of buyers and highlight the potentially profitable groups among them. We need to learn not only about their interests in life but also obtain a list of settings to find them online.

For analyzing our target audience, we delved into two types of research:

1. Kantar TNS MMI revealed that the largest group of consumers for M02 group medications are people aged 40-65+. However, we found that the Traumeel brand’s audience is younger, with the core consumers being 30-49 years old, which gives us a certain advantage. This audience relies more on information from the internet, lacks ties to old Soviet brands, and easily switches preferences.

We requested data from the online pharmacy Liki24 to get profiles of the target audience that purchases the entire group of muscle pain medications and Traumeel S. We found more specific information. Since the Traumeel S audience is younger than the overall audience (with a core age of 35-44 years), they are active and began learning new skills independently via YouTube during the quarantine—such as CrossFit, yoga, and home repairs—activities not typically listed among the interests of the main group of buyers.