Kagocel: #NoCompromises

Kagocel, an antiviral drug brand, used fashion to connect with young people in Russia.

Campaign details

Brand: KagocelBrand owner: KagocelEntrant company: Wavemaker, MoscowIdea creation: Wavemaker, Moscow / Nearmedic Plus, MoscowMarket: Russian FederationSector: Non-prescription, OTC productsMedia channels: Merchandise & free gifts, Online video, Programmatic display, Social media, Video on demand, Word of mouth, influencersBudget: Up to 500k

Executive summary

On the oversaturated Russian market of antiviral drugs where consumers are overwhelmed by messages, Kagocel was at risk of losing market share. Our challenge was to differentiate Kagocel in the minds of the most indifferent consumer group – trendy young people....

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