Creative Brief

Client:
Product: Pulmonol Lozenges
Description: Pulmonol Lozenges provide instant relief to the consumer by soothing the throat. With its natural formulation,
it lubricates the vocal tract and minimizes discomfort.
Requirement: Digital Campaign Air/Insertion date: October 28, 2016

About Your Product:

Cough and Sore Throat is a very common ailment in Pakistan and affects a significant portion of the population, especially
during winter season. One of the key symptoms of such seasonal ailments is sore throat, usually characterized by mild to
moderate pain and a general discomfort in the throat.

Currently, multiple remedies are available to provide relief against sore throat.
Hot beverages: Joshanda and herbal teas
Home remedies: Gargle with warm saline water, warm water with lemon etc.
OTC products: Throat lozenges

One of the most common remedies for sore throat is throat lozenges. Throat lozenges provide temporary relief against
sore throat and are usually consumed at periodic intervals.

Pulmonol lozenge is available in four exciting flavors i.e. Original (Strawberry), Orange, Honey Lemon & Menthol in the
market with packing of 20 blisters (6 lozenge per blister) in a pack at an affordable retail price of Rs.5 per lozenge.

Campaign Idea:
Facebook has more then 10 million users in Pakistan & is growing with a phenomenal pace. To increase brand awareness
to the masses and utilize world wide web and Facebook for interaction

Coverage:
1.5 million people will be covered through Facebook & 3 million through banner ads nationwide

Target Audience:
The target audience is male and female aged 15 - 30, belonging to middle class and upwards. They are educated, tech-
savvy and pursue an active lifestyle. They are health-conscious and need convenient solutions to cure day to day
problems

Connection Point:
Social Page, Blog on Brand Web site, Banner ads

Functional Benefit:
Sucking an effective Pulmonol lozenge helps lubricate the lining of the throat and acts on the irritated tissues of the throat
bringing deep down relief that lasts for long after the lozenge has gone. With its natural composition Adhatoda Vasica
(Demulcent), Glycyrrhiza Glabra (Anti-inflammatory action) along with Eucalyptus Oil (analgesic and anti-bacterial) &
menthol and fast acting triple impact it provides instant relief by soothing sore throat, relieving pain and reducing
inflammation.

Emotional Benefit:

Issues you are facing:

Consumers purchase lozenges only when the symptoms persist for long period and hamper their lifestyle. They prefer
alternate means at first, such as joshanda, herbal teas, and home remedy. Our brand is seen as a need-based brand, we
want it to become a lifestyle brand for regular usage.

Mechanics:
Fan engagement and activities (Har Pal Ap K Sath, Dhoondo Aur Jeeto, Story Telling campaign) on page
Blog on Facebook page & brand website for Azadi say bol, Ease of expression campaign
Banner ad placement on all lifestyle websites (youtube, linkedin, dawn, tribune, brecorder etc.)
Generating 500,000+ likes per month, i.e. 6,000,000 likes in a year