EVERYONE FALLS, HEROES GET BACK UP AGAIN

TitleEVERYONE FALLS, HEROES GET BACK UP AGAIN
BrandBETADINE®
Product / ServiceBETADINE® RANGE OF PRODUCTS
CategoryA02. OTC Applications
EntrantMUNDIPHARMA Singapore, SINGAPORE
Idea Creation THE BIG RD LTD London, UNITED KINGDOM
Production THE BIG RD LTD London, UNITED KINGDOM

Credits

Name Company Position
Stephenie Vasko Mundipharma Singapore Holding Pte Ltd Chief Communications Officer & Head, Digital Strategy
Tom Judd Mundipharma Singapore Holding Pte Ltd Senior Communications Manager
Yuni Agil Mundipharma Singapore Holding Pte Ltd Administrative Executive
James Barry RD Content Director
James Parsons RD Content Director of Photography
Paolo Bischi RD Content Camera Operator
Ben Westaway RD Content Camera Operator
Charlotte Shearer RD Content Head of Production
Adele Britnell RD Content Production Assistant
Ryan Dean RD Content Creative Director

The Campaign

A powerful piece of brand-building storytelling that celebrates the efforts of care-givers by exploring what it means to look after our heroes. The narrative follows the amazing work performed by the medical team at Manchester City, as they help players recover from injuries. These moments are interwoven with three scenarios, in which three fictitious mothers use Betadine products to help care for the health of their own heroes: their children. An emotive voiceover underscores the narrative with the perspective of the selfless and dedicated care-giver. Thanks to their treatment, each child ultimately gets better. The jubilant climax of the piece depicts a player recovering from an injury during a match, before heroically getting up and scoring a goal. The overall message of the film is that the everyday acts of care that we provide for our heroes are in their own way, just as heroic.

Creative Execution

The videos have been used by Mundipharma country teams in different ways around the world. Singapore provides a good example: • Playing on social channels with media buy • The 30 second version is running for a whole year on every Singapore Airlines flight (anywhere in the world) before a movie is played. • As Presenting Sponsor of the FIFA World Cup on every free-to-air and paid channel in Singapore, we approximately 720 ad spots using different versions of the video during the games and replays.

The project was extremely successful. The international reach garnered through the high-profile nature of the project and its affiliation with a global sports brand allowed the project to surpass views, with high engagements across all social media platforms. The impact of the campaign has seen an increment in sales of the advertised range, as well as an overall increase in brand awareness across international markets. What’s more, the quality, and overall message of the piece was well received by Manchester City, strengthening the partnership between the brands.

This piece was designed in support of our health brand’s partnership with Manchester City FC. It was distributed across our online channels, on Manchester City’s channels, and on TV. It combines original content with iconic moments of match footage from Manchester City to explore and build-upon our brand’s pre-existing values of caring and heroism. The original content is a blend of non-fiction and fiction, offering unique insight into the amazing work of the medical staff at Manchester City and drawing thematic parallels with fictionalised scenarios of mothers caring for their children by using the brand’s products.

The key strategic element to this project was about solving one crucial problem: how do you make branded content about a football club that appeals to a target audience of mothers aged 25-44? Our partnership with Manchester City gave us exclusive access to their star players. Due to the organic reach that their presence would generate for the campaign, it was imperative that they featured heavily in the creative. However, our concern was that they were not characters with whom our target market would easily identify. Furthermore, In order to stay true to our brand’s positioning, the film needed to depict scenarios that were relatable to the primary consumers of our products. The resulting strategy was to make the protagonists of the Manchester City scenes the medical staff, not the football stars. This gave us an identifiable group of care-givers, with whom we could draw compelling thematic parallels.

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