Highlights
Faced with a declining market presence and post-pandemic category saturation, Pax, a flu relief medication by Eurofarma, launched a multimedia campaign in Colombia aimed at rebuilding brand awareness and boosting sales. With a reduced budget and three years of media silence, the brand needed a creative breakthrough. The result: a humorous, emotional campaign that achieved a 48% sales increase and a 73% boost in market share—earning it a spot as a finalist at Effie Colombia 2023.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Client and sector
Client: Pax (Eurofarma)
Sector: Healthcare / Pharmaceuticals
Country: Colombia
Year: 2023
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Challenge
After three years without brand communication, Pax was facing weakened brand awareness and declining sales—especially concerning given the heavy media investment by competitors in a low-differentiation category. With a limited media budget and a need to reconnect with Colombian consumers, the challenge was to drive awareness, top-of-mind recall, and ultimately sales, using smart media choices and resonant creative.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
The campaign, titled “Everyone leaves… except Pax”, used humor and empathy to create emotional relevance with Colombian consumers. It distinguished the brand from competitors while making Pax feel accessible and trustworthy. The strategy combined TV, radio, and digital platforms in a multimedia plan optimized for each channel’s strength and role in the consumer journey. The core media objectives were maximizing national reach and sustaining awareness to trigger purchase intent.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Execution
The investment of USD 402,000 was tactically allocated across four media pillars:
TV Nacional (64% of budget): Exclusive partnership with Caracol TV, airing 20” and 10” ads during prime-time slots over 25 weeks.
Achieved 63% reach and 42 frequency.
TV Cable (12%): Targeted six entertainment channels, running 20” ads over two 8-week flights, reaching 29% of the audience.
Digital (9%): Targeted younger audiences across seven platforms using video and bumper ads with continuous presence over 26 weeks. Reach: 16%.
Radio (15%): Localized radio presence in key cities with distributors, featuring presenter mentions and radio spots. Achieved 29% reach and 19 frequency.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Results
The campaign delivered full-funnel impact with outstanding results:
Audience reach: 93% reach over 25 weeks; best Share of Voice/Investment ratio in the category (3.17 SOV/SOI).
Sales performance: +48.4% increase in sales; +73.9% growth in market share (from 4.69% to 8.16%).
Brand metrics: +13.6% growth in brand awareness; +25.3% increase in advertising recall.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Takeaways
Even with a lower media budget, a well-crafted creative message amplified through a smart, integrated media strategy can significantly outperform expectations. This campaign proves that humor, cultural relevance, and full-funnel thinking can drive not only awareness but measurable commercial success.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
