Zomig

Dr. Zee… Headache Expert

Egyptian market & Goals

SITUATION ANALYSIS
Situation Analysis Objective Goal

• Poor market awareness about migraine • Awareness campaign

• Weird Symptoms of migraine (One can’t tell • Using Funny cartoon animations to deliver the
easily when he suffers from Migraine ) message

• Radio ads. and press campaigns stressing

• Limited market size
migraine symptoms

• New product name in pharmaceutical field with

• An easy and funny character to promote Zomig
hard name to connect with its used usage
Concept : being unique !

We need :
1. Easy Name
2. Catchy concept
3. Comprehensive message focusing on migraine symptoms and Zomig benefits
4. ATL campaign aiming to help doctors and patients memorize the product’s name and recall it
when the symptoms of Migraine appear

Attractive Customer
Story Character friendly name
message
Creativity is a must

CONCEPT
Character

Dr.ZEE

Dr.Zonga

Dr.Zong

Dr.Song

Dr.Zou

Dr.Zemo

Dr.Zoga

Dr.Zomga
 IMC
FM Program
Pharmacy Materials
Press
Online
Mass awareness

IMC – RADIO CAMPAIGN

Radio Campaign – Option 1

Program
Program Name:
‫كالم دكاترة‬
‫صحتك بالدنيا‬
‫ساعة لصحتك‬
‫ساعة دكاترة‬

Discussion topics
Program theme • Types of headache
Duration
13 episodes • Migraine symptoms
3 months starting from Feb.“13
13 doctor KOLs A&B classes • Difference between headache and Migraine episodes”
giving medical advices. • General medical advices + 150 free spots 2-3 spots\day
• A healthy lifestyle
• Reassuring consumers and discussing
Zomig’s side effects
• Who should take Zomig and who can’t.
Radio Campaign – Option 2

Spots

Doctors giving advices

The spots will provide knowledge about the symptoms of migraine.

Spots Topics
Teasing • Types of headache
Duration
5 days before the launch of our • Discussion about migraine symptoms
3 months
campaign • Different between headache and migraine Approx. 3 to 5 spots\day
15 sec. spots • Medical advices 30 sec. spots
• Life style to protect you from migraine
• Discuss its side effects
• Who Should take Zomig and who can’t.
Drug Market Controller

IMC – PHARMACY CAMPAIGN

Pharmacy

Anyone suffering from any type of headache will go 1st to pharmacy seeking treatment and asking
about pain killers.

Pharmacists awareness about Anti-Migraine products during training sessions or meetings.

Dr. Zee Stand Booklet Pharmacist Education Program

Catchy and directive It’s an educational booklet Direct education focusing on the
product
Stand holding flyers and pack • A booklet telling the story of
design. Dr.Zee and a migraine patient 1. Pharmacists meeting
through animations.
Two sizes could be used: 2. Giveaways
•Mega size •Awareness about the difference
•Medium size. between migraine and headache 3. Video
symptoms.

•Usages and advantages of

Zomig.
Dr. Zee Stand

Strand Design
Booklet & Character

Booklet
It’s an educational booklet

• A booklet telling the story of

Dr.Zee and a migraine patient
through animations.

•Awareness about the difference

between migraine and
headache symptoms.

•Usages and advantages of

Zomig.
Dr.ZEE’s story

IMC – PRESS
PRESS

• Targeting the largest audience possible.

• Wide circulation of magazines.

Magazine Audience Ad. size

Targeting A,B & C classes
Nos aldonia 1/2 page
Females (21-50 years old) 62%

Kol w Oshkor Females (28-50 years old) 70% 1/3 page

Pharma Today Widely distributed in pharmacies 1 page

Egypt Today Business A class 1/2 page

Seha Targeting A&B classes 1 page

By: Abdulrhman Attia Tantawy
Arhman.Tantawy@gmail.com
002 010 74 20 147