Bocalex, a pharmaceutical brand of Hau Giang Pharmaceutical Company, is renowned for its multivitamins effervescent, Bocalex Multi. It contains various essential vitamins to supplement the body, enhance immunity, improve physical condition, and aid in health recovery. Bocalex Multi is suitable for all ages, particularly beneficial for children, pregnant women, and nursing mothers.
Low product recognition and brand awareness: Despite being ranked second in the top 10 best-selling effervescent products, Bocalex is not yet widely popular in the South – a major potential market. Subsequently, in purchasing points, consumers remember and actively purchase competitors like Berocca, Plusssz, and Upsa – C rather than Bocalex.
Infrequent product usage: Consumers tend to choose other products like sugary tea or energy drinks for energy supplementation, rather than multivitamins effervescent. Subsequently, customers only use the product when they have alarming health symptoms or signs.
Contrary to the broad targeting approach of its competitors, Flamingo identifies a potential niche customer group: regular outdoor workers. Due to their working situation, they often lose nutrients and are prone to fatigue and lethargy. Meanwhile, the aforementioned substitute products are insufficient to replenish the nutrients needed for their workday. About their behavior, they particularly follow fanpages that frequently organize minigames to receive gifts and promotions from brands.
In line with these insights and target audience’s behaviors, Flamingo launch the message “Bocalex Multi – Reduce fatigue and lethargy” along with a series of minigames and sampling activities, directly targeting the rational needs of customers.
With a new message from the brand, providing useful information around aspects of consumer life helps the message to be more warmly received. Flamingo exploits issues commonly faced by outdoor workers, thereby suggesting ways to maintain energy throughout the day. As a result, the functions and benefits of products can easily approach consumers.
Offline activity “Try a sample – Snap a picture – Win a gift” and sampling at key markets in the South regions encourage direct product experience and broaden product visibility at sales points
Minigame “Try a sample – Snap a picture – Win a gift”
Sampling activities in key markets of South region
Online minigames focusing on Bocalex and its products, encouraging user interaction and reinforcing brand knowledge
Weekly minigame activities
Write over 50 articles on the “Vitamins & Life” section on the Bocalex website
Section “Vitamin & Life” on Bocalex website
Organize various webgames on the Bocalex website
The “Bocalex Multi – Reduce fatigue and lethargy” campaign achieves significant accomplishments:
