Cipla is a global pharmaceutical company focused on sustainable growth and deepening its portfolio in key markets. Cipla South Africa is one of the largest pharmaceutical companies in the country by volume and third largest by value.
Cipla wanted to reach an audience and promote their medications for various seasonal illnesses and allergies in a highly regulated industry. 2022 was the third stage in a three-stage approach (Awareness → Recognition → Conversion) to use a gaming experience to promote characters that stood in for various medications that could not be directly advertised.
The challenge we faced during this campaign was to create a way to market and promote certain products in a way that would not violate the restrictions placed on advertising medications to the public. To do this, we wanted to drive active engagement with gamified experiences.
We put together a comprehensive strategy that included gamified experiences that would educate on the alleviation of certain symptoms, where characters would stand in for medications. This meant that a storytelling approach became the main pillar of communication during the 2022 campaign, while incentives were given for playing the game through prizes.
We created and designed 10 gamified experiences that drew over 3,593 registrations for the games through paid social and email campaigns.