A creative team campaign

1. Name: Michelle Su-Lynn GOH (Student ID: bg65kb) & Name: Jing-Wen WONG (Student ID: bg82tn)
Advertising Practice, The Book 1
http://cargocollective.com/whenideasmeet

2. Bonjela is a brand of oral treatments aimed to relieve the pain of mouth ulcers and denture sores.
The brand covers a range of products. Bonjela Adult and Cool are oral gels containing keratolytic
and mildly antiseptic salicylic acid in the form of its salt choline salicylate and the antiseptic
cetalkonium chloride as active ingredients. Both products are suitable only for people aged 16 or
over because of a possible association between salicylates and Reye's syndrome.
This formulation is also sold in Australia as Bonjela Teething gel, for the treatment of teething
pain in babies. By contrast, Bonjela Teething Gel in the UK and Ireland, is a different formulation,
as salicylate-based products cannot be used in under-16's in the UK.This formulation of Bonjela
Teething gel contains the local anesthetic lidocaine and the antiseptic cetalkonium chloride.
The range also includes Bonjela Complete Plus and Once, which act by forming a protective
barrier over the ulcer.
Bonjela is distributed by Reckitt Benckiser Healthcare and is available in the United Kingdom,
France, Ireland, South Africa, Nigeria, Australia, New Zealand, Singapore, Malaysia, Hong Kong,
Thailand, Pakistan and many Caribbean countries (such as Trinidad and Tobago).

3. ISSUE
Not many Malaysians are aware of the brand Bonjela, Most people who are aware are between the middle and higher income
groups. This is because Bonjela is a bit pricey in the eyes of many Malaysians. Through research I discovered that many of
them will choose a brand called Ting Ye watermelon frost- it is mostly used by the Chinese. It sort of provides the same relieve
as Bonjela but in powdered form instead of gel. However, it is a lot more affordable and unlike Bonjela it is suitable for people
of all ages, whilst Bonjela is not suitable for kids below 12 (unless they buy the one JUST for kids). Bonjela also is a bit harsh
when applied compared to Watermelon frost, which is the reason why it is not suited for young children. That is why, why
people think of Bonjela, plenty associate it with the pain felt during application.
OBJECTIVE
Bonjela lacks brand awareness and also gets a bad rep for causing pain during application. However, there is no doubt when
it comes to its effectiveness. The objective of this campaign is to raise brand awareness and to limit the emotional pain (caused
by physical pain when Bonjela applied), through humour.
CONCEPT
The concept is to show how horrible and difficult life is when you have an ulcer. An ulcer is something you cannot prevent,
sometimes it occurs because you are dehydrated. Sometimes when you ate too much junk food or even when you accidentally
bit yourself. This campaign will touch on the situations where you can't help but get an ulcer AND there is nothing you can do
to make it better, except when you put Bonjela.
TARGET AUDIENCE
Ages from 18 and above. People who are more modern and do not believe in traditional forms of medication. Majority of baby
boomers would rather use (Ting Ye) instead of Bonjela. Middle income groups.
TONE OF VOICE
Funny. We want to create an emotional connection between the brand and the consumer. Voiding the association of feeling
"pain" when thinking of the brand Bonjela.
BRIEF

4. You don't want to go out with me!?
This ad is about the struggle of talking when you have an ulcer (exaggerated of
course). A guy has an ulcer and is girlfriend calls him out to go out but he has an
ulcer and can't help it when he talks funny. The girlfriend misinterprets this as him
making fun of her and hangs up.
TVC - 1
Girl: HEY! you want to go out tonight?
Boy: *gibbersih*
Boy: *louder gibberish* MVO: Have trouble talking?
Girl: Are you okay? you sound funny.
Boy: *gibbersih*
MVO: Try Bonjela. You can’t help it, but we can.
Girl: If you dont want to hang out with me, just say so!
Link: www.youtube.com/watch?v=Clnzvm10NWs

5. Spicy Food
What is worst than talking when you have an ulcer? EATING! The idea of applying
salt to an ulcer will make anyone flinch. Now imagine having something that is
spicy, sour and salty touch your ulcer and you are guaranteed to have a bad time.
Bonjela asks as a mild anaesthetic that helps numb the pain so you can eat
delicious and spicy food with ease.
TVC - 2
Boy: Hi Mom, this is my girlfriend. She will be joining us for dinner.
Mom: Oh, Hi! What’s your name?
Girl: Ho Aunty! My name is Vanessa.
Mom: Are you okay? Do you like it?
Girl: Yes, it is good!
Mom: But what’s with the face?! If you don’t like iy you can just say so.
Mom: Vanessa, you should try my spicy Asam Fish. I have
been cooking it the whole day.
Girl: Owh... sure aunty. Thank you.
MVO: Ulcers may leave a bad impression. MVO: Try Bonjela. You can’t help it, but we can!
*takes a couple of bites, her face shows that she is in
obvious pain*
Link: www.youtube.com/watch?v=krElxQmlB70

6. Ulcer making you seem rude?
What is worst than talking when you have an ulcer? EATING! Even though, you are careful
when it comes to eating, you can't help the little bits of food that decides to grace your ulcer.
In this ad, three friends are having a meal at a mamak. The girl is complaining about her work
and seeks help from her friends. However, the boy with the ulcer is too occupied with trying
to eat and he remains silent throughout the meal. He constantly lets out a groan and flinches
now and then, the girl gets annoyed at him and says, “Stop making that noise! Stop making
fun of my pain!” She does not know that he can’t help but to be silent because he has an ulcer.
TVC - 3
Boy A: So how was work?
Girl: It was good, except for the problem with the invoice. My
boss blamed me for misplacing it. What should i guys?
Boy B: *groan*
Girl: Hey (Boy B) what do you think I should do? It was not my
fault but I can’t tell my boss it was my friend who did it.
Boy A: Dude, are you ok?
Boy B: *groan*
MVO: Ulcer making you look like a/an jerk(ass)? MVO: Try Bonjela. You can’t help it, but we can!
Girl: I am sorry i am boring you with my story! I just wanted
some advice from my friends okay! You don’t have to make
it so obvious that you are not interested!
Ulcer making you look like a jerk?

7. You are one ulcer away, from looking like
a Grouper fish.
Why Groupa fish? A lot of people who
have ulcers on their bottom inner lips
find it extremely painful to talk. It is also
uncomfortable when it comes in contact
with saliva or water. Plus, there is always
a risk of biting it, so it becomes more
swollen. You can't help keeping your
bottom lip open to keep your ulcer safe
from harm. Hence, resembling a Groupa
fish with a lower protruding lip.
PRINT ADPRINT AD - 1

8. Delicious food never tasted so painful.
What is worst than talking when you have
an ulcer? EATING! The idea of applying
salt to an ulcer will make anyone flinch.
Now imagine having something that is
spicy, sour and salty touch your ulcer
and you are guaranteed to have a bad
time. Bonjela asks as a mild anaesthetic
that helps numb the pain so you can eat
delicious and spicy food with ease.
PRINT ADPRINT AD - 2

9. Bristles feel like needles on your gum.
Brushing your teeth can be terrifying
when you have an ulcer on your gums.
The bristles look like needles and the
thought of having that touch your ulcer
can be extremely daunting. Brushing
your teeth too hard may also cause
ulcers (because you hurt your gums in
the process).
PRINT ADPRINT AD - 3

10. RADIO AD
0:00-0:04
0:05-0:07
0:06-0:08
0:09-0:16
0:17- 0:24
0:25-0:30
Woke up with no mood to talk?
Found brushing your teeth a bit difficult this morning?
Was your breakfast hard to swallow?
Do you feel like the traffic jam is taking a 100 years to move?
Is leaving your house, starting to feel like the worst decision
you have ever made? The world seems a lot worst, when you
got an ulcer
Try bonjela. You can't help it, but we can.
ANNCR
Song Used: Sad Violin (Loop- from 0:00 to 0:10)
https://www.youtube.com/watch?v=gIuotFZnBtk
Link: www.youtube.com/watch?v=e4Pmu68kzOc