Panic in Panic
Roche has established the increase of Panic Syndrome diagnosis as a strategic target to grow in the market.
Solution
Versa has created an unusual and impacting campaign, approaching the subject in a soft manner, using booklets with humorous chronicles, short film production and special events. Numerous celebrities were chosen to be part of the campaign, such as Mario Prata, Carlos Heitor Cony, Walcyr Carrasco, Evandro Mesquita, Paulo Caruso, Jorge Fernando, Renata Sorrah, José Wilker and Zé do Caixão, to get the attention of doctors and society towards the problem.
Results
Significant increase of Panic Syndrome diagnosis and prescriptions of Rivotril® were the main results of this campaign. Moreover, the job got a lot of spontaneous media and received the Lupa de Ouro Award for Prescription Product.
