The document discusses a marketing campaign for the migraine medication Zomig in the Egyptian market. The objectives are to raise awareness of migraine symptoms, position Zomig as easy to use, and increase the small market size. The campaign proposes using a fun cartoon character, Dr. Zee, to educate through radio ads, a pharmacy program, and print press about the differences between headaches and migraines and Zomig's benefits. The character and educational materials will help doctors and patients better understand migraines and recall Zomig.

2. Zomig
Dr. Zee… Headache Expert

3. Egyptian market & Goals
SITUATION ANALYSIS

4. 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

5. 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

6. Creativity is a must
CONCEPT

7. Character
Dr.ZEE
Dr.Zonga
Dr.Zong
Dr.Song
Dr.Zou
Dr.Zemo
Dr.Zoga
Dr.Zomga

8. IMC
FM Program
Pharmacy Materials
Press
Online

9. Mass awareness
IMC – RADIO CAMPAIGN

10. 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 spotsday
• A healthy lifestyle
• Reassuring consumers and discussing
Zomig’s side effects
• Who should take Zomig and who can’t.

11. 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 spotsday
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.

12. Drug Market Controller
IMC – PHARMACY CAMPAIGN

13. 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.

14. Dr. Zee Stand
Strand Design

15. 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.

16. Dr.ZEE’s story
IMC – PRESS

17. 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

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