CHALLENGE
- Stay within the heartburn relief category while avoiding confusion with other product types.
- Create an ad campaign that breaks away from the typical, predictable pharmaceutical style.
ABOUT
A global leader in the pharmaceutical industry, Teva is headquartered in Israel and provides high-quality, patient-centric solutions to 200 million people in 100 countries worldwide.
SOLUTION
Teva and Arena moved away from the conservative norms of pharmaceutical advertising by introducing the concept of «activating the fight against heartburn,» similar to how you’d launch an app on your smartphone.
The campaign targeted individuals aged 25-40. These people are familiar with heartburn but don’t always make it a priority. They look for fast, on-the-go solutions that fit their busy lives.
However, Gastal pills were seen as a convenient but outdated medicine. Research indicated that more consumers were choosing liquid antacids for their «faster action», leaving the pill format behind despite it being equally effective.
KEY CAMPAIGN MOMENTS
Based on testing, we picked the «Mobile App» concept. Just like some apps help us complete our tasks quickly, Gastal provides fast heartburn relief, no matter where you are.
It’s a simple idea that worked great with the target audience because it’s pretty straightforward and clear. Indeed, people aged 25-40 are immersed in a mobile world of apps where everything is happening superfast and they need quick solutions.
A NEW APPROACH TO PHARMACEUTICAL COMMERCIALS
To shoot the commercial, we worked with Andrey Trevgoda, a director with experience in creating music videos, commercials for youth sports brands, and digital content projects. To truly step away from traditional pharmaceutical ads, we added vibrant, emotional graphics to every scene.
Beyond the TV commercial, we also tailored digital ad formats for different time lengths. The 6-second bumper ad was fully based on graphics, while one version featured a creative, standalone story with interface elements.
The key visual comes to life in the final frame, with a slider and hand literally “activating” heartburn relief!
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