That’s when people become nocturnal, or as they say in German: ‘night-active’ creatures. A state that we just cannot adapt to. It’s this annoying condition that GSK Consumer Health address in their new online video for their brand Otriven. In the pre-roll with the fitting name ‘Night-active’, the brand fully relies on irony and entertainment to get across its message ‘A free nose can do more’.
Responsible for the concept, realisation and production is GSK’s long-time agency partner Saatchi & Saatchi Germany. The 40-second video can be seen as a pre-roll across YouTube and also on the Otriven YouTube channel: www.youtube.com/user/OtrivenDeutschland.
In the video the Saatchi & Saatchi creatives skilfully reverse the usual train of thought that consumers are used to from pharmaceutical advertising, and demonstrate what happens when the product for once is not being used: because of a congested nose the protagonist can’t sleep, so he gets up and starts a rapid and funny chain reaction, leaving a trail of destruction behind.
Julia Fritz, Senior Brand Manager at GSK commented: “Our goal was to showcase sleeplessness during a cold in a surprisingly unique way, in order to strengthen Otriven’s brand awareness. Thanks to the deliberately exaggerated story we are able to create entertaining content that consumers like to share”.
Saatchi & Saatchi has been taking care of GSK Consumer Health (previously Novartis) globally since 2007. For the German market the agency has created campaigns like ‘Cat’ and ‘Washing the Dog’ for the brand Voltaren, and also the successful online videos ‘Pain agents’ (Voltaren) or ‘Like animals’ (Fenistil).
Link for video on YouTube: https://youtu.be/INN134Hfoig