Hello,
i'm working on an advertising campaign for a pharmaceutical company that wants to promote a headache and pain releiver.

the objective is as follows:
This (brand name) campaign of billboards and press adverts placed at specific locations and mainly non financial press is intended to increase market share and establish a unique link between our proposition and the needs of men aged 18-30 living in large vibrant cities between november1-31st. resulting in a 30% increase in sales over the period .

i have come up with two angles on how i think i should achieve this objective.
the first hopes to takle the issue of productivity.
Headaches! a leading cause of lost productivity in the workplace.keep them off with(brand name).
Headaches! a leading cause of lost productivity in the bedroom. keep them off with (brand name).
Headaches! a leading cause of lost productivity in the classroom. keep them off with (brand name).

the second stream draws emphasis on how headaches affect our lives.
i have a direction for the body. but cant get a good headline.it goes:
(brand name) understands when you have a headache, it affects everything in your life. your work, school, family life. thats why (brand name) offers you instant relief from headaches and pains.

do i have the directions all wrong?
any suggestions? improvements? ideas
please your suggestions and critics are most welcome.
thank you

30% gains are probably not in the range of a standard agency approach. It really depends on whether you can get authorization, but the "lost productivity" thing is too weak and diffuse. You repeat it like you're trying to copy "Head On."

Don't do that.

Take Excedrine. They came up with specific scenarios which zero in on specific target segments -- Excedrine headache #216 for instance. Another stressed their coated capsules ...won't upset your stomach. ....etc.

Specifics. Create a laser focus on the reason why your product is going to work -- and uniquely work -- for this exact target. Make the prospect believe it. Have a 'reason why' your product is a better match your audience than anything else. 30% is a big goal. You are not going to hit it with such weak appeals.

If you're try for "viral" like Head On, you'll have to go in an entirely different direction.

I agree, the sales goal might be a bit realistic, depending upon where the adverts and billboards are placed.

Since the target is men, I hope they put the ads in men's magazines, for instance.

Then, leverage off this fact:

"Real Men Still Get Headaches..."

or since they're still fairly young:

"Xtreme Relief for Headaches" (since Xtreme sports are popular in this group)

Or even, "Fast-Paced Life. Even Faster Relief".

Make sure there is a big, clear product graphic beneath....
You get the idea...my 5 seconds of input into this.

Dear Friend,

I don't like being rude, but I sincerely don't think that any of your headlines will cut it...let alone create a 30% increase in sales in November.

Now I have a question for you?

Can you measure the claim of pain relief?
How long does it take for this medicine to bring relief? 4 Minutes, 10 Minutes Once it brings relief, when will have to take it again? Frequency.

Has this product been tested to deliver its claims of INSTANT RELIEF. That's a huge claim. Same question again. If you want to picture this medicine as an INSTANT RELIEVER than you better go and measure the claim...real case studies in hospital, real life stories with real people.

Until then, you can't complete this assignment.

Hope this helps.

thanks guys for your sugesstions. guess i need to get back to the drawing board.
espessialy love your headline sheriw : fast paced life. even faster releif.
cos eveyone in lagos lives on the fastlane.
extreme sports are not popular here, more like soccer.

thanks all for your help.

Just a quick and cheeky thought - you could show a photo of a romatic bedroom scene with generic (mocked up) energy drink can, a small box of chocolates and the headache tablets (taking the main focus) with a heading of something like -

"Tried covering all your bases..?"

Then carry on this theme in sport, looking after the kids with appropriate imagery for each different execution of the idea.

just a thought....

thanks for the sugesstion. highly appreciated