FENBID 400MG 2016 DIGITAL CONNECTION PLAN
Brief RecapBIZ OBJECTIVEConvert users from other Oral WM OTC brands.COMM. OBJECTIVEDrive Awareness and Trial among existing painkiller users, including competitive users and Fenbid 300 lapsed usersBARRIER“I am not aware of Fenbid 400 and don’t know why it has more superior efficacy”KEY MESSAGE新上市，止痛更强效
Connection TaskConvert competitive pain-killer users by convincing them that Fenbid 400mg treats pain more effectively due to its strong efficacy.It treats all types of pain effectively via targeting the pain section Role of Connections:Business: Convert users from other Oral WM OTC brandsConsumer: Drive Awareness and Trial among existing painkiller users, including competitive users and Fenbid 300 lapsed users
Digital Connection ObjectiveATL ： TELLING by the brandshow the benefit by providing the solution to the pain sufferConvince the consumer of the product benefit in an engaging way.Do deep communication to further educate consumer.Digital :ENGAGING with consumerConvincing Fenbid 400mg treats pain more effective due to its strong efficacy. among existing painkiller usersConvey in an Interactive way to engage with the consumersConnection Objective
SoFor Pain Killing, They also crave for EFFECTIVE SOLUTIONSTeam LeaderCoachTutor/MentorHusbandWhen they encounter issues in their leisure & working environment, They always turn to the most effective solutionsConsumer FindingsOur TA is playing different roles in various relationship, their life is diversified.
Digital Communication StrategyInspire (Campaign Trigger) Convince (Campaign Main Content) Deliver‘ ：for Pain, Fenbid 400 is your effective solution,’ via digital interaction/visualizationEducate (Vertical & Social Always-On Content) Fenbid 400 contains Ibuprofen, a classic anti-inflammation ingredient that could effectively tackle multiple pains by treating the cause of pain such as inflammation. Resonate with TA’s existing cognition of ‘I always choose effective solution for my problems’InspirePriory ConvinceDeep Convince
Fenbid 400 Digital Idea7
Digital Activation ( Inspire ) Inspire them via building relevance between ‘Fenbid 400 is your most effective pain-relieving solution’ & their ‘always use effective solutions for problems’ attitude in their daily lives.“ In the daily lives, I’m accustomed to conquering my issues viachoosing the most effective solution. For the same reason, when the pain hits I choose FENBID 400 because it has the same principle.”
强效止痛 类比化INSPIRE建立相关性
|创意系列短剧一个神秘又专业的事务所不管你遇到什么头痛的事都能提供强效的神技能帮你终结头痛 终结头痛 我有神技头痛咨询热线400* 以下均为 Demo, “”具体执行会添加其他种类的疼痛，不仅限于 头痛
|DEMO1 室友篇——城市背景城会痛
|DEMO1 室友篇
|DEMO1 室友篇一脸倦容的黑眼圈男 1 出现
|DEMO1 室友篇男 1 开始描述室友时，脑海中的男 2 出现在旁边
|DEMO1 室友篇男 1 被室友侵扰睡眠的场景重现
|DEMO1 室友篇
|DEMO1 室友篇男 1 怀疑室友中邪在他头上贴了一张神符室友扯下神符，举出头痛的牌子
|DEMO1 室友篇
|DEMO1 室友篇Mr.Fenbid 提供强效解决方案
|DEMO1 室友篇
|DEMO2 婚纱篇
|DEMO2 婚纱篇
|DEMO2 婚纱篇 女主掏出一堆婚纱照 每一张新郎都紧锁着眉头
|DEMO2 婚纱篇女主开始描述男主时，脑海中的男主出现在旁边
|DEMO2 婚纱篇
|26DEMO2 婚纱照Mr.Fenbid 画外音
|DEMO2 婚纱照Mr.Fenbid 提供强效解决方案
|DEMO2 婚纱篇小夫妻和好如初相互依偎在客厅的沙发上妻子一脸幸福的搂着吴彦祖的人形立牌，芬必得 400 放在茶几上
|29DEMO3 职员篇
|30DEMO3 职员篇
|31DEMO3 职员篇女职员吐槽头痛的事，自己一直没加薪
|32DEMO3 职员篇没机会也没勇气和老板提加薪
|33DEMO3 职员篇
|34DEMO3 职员篇Mr.Fenbid 提供强效解决方案
|35DEMO3 职员篇女职员将芬 400 放在老板办公桌上， “”一张巨大的李嘉欣 挂历贴在办公室的墙壁上成功向老板传达了想加薪的意愿
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|火山岩浆代表疼痛指数用户选错了答案疼痛上升，岩浆喷发火山岩浆代表疼痛指数用户选对了答案疼痛减弱，岩浆下降400 事务所作为评测机构，印章会始终出现在页面上
|正确答案为芬必得 400正确答案为买包包
|正确答案为“”送他 李嘉欣 挂历
|未选择强效解决头痛的方法评估结果只能生活在小城市最后导致疼痛爆发选择了强效解决头痛的方法评估结果适合生活在大都市疼痛也彻底消失
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