Voltaren Emulgel was the leading gel pain reliever when Novartis briefed Reborn in mid-2010, but the company had yet to gain significant ground in the tablet category. The goal was to increase sales and our job was to focus market attention on Voltaren Rapid 25.

There was no consumer-facing website for Voltaren Rapid 25 when Reborn came on board, but there was a wealth of information about the brand’s core demographic. We truly had the pleasure of working with a blank canvas and all of the best materials.

Voltaren’s base comprises young mothers aged around 28-39 with a preference for magazine reading. Their families are generally young, which means that these women are both active and time poor. Beyond product information, we saw an opportunity to provide them with rich, relevant content and align the Voltaren Rapid 25 brand with their lifestyles.

Creating a lifestyle content hub

Taking a magazine-style approach, Reborn created a content hub that framed important product details alongside broader pain and pain relief information, general health tips, articles about fitness and nutrition, and other lifestyle content. We engaged experts in sports and medicine to contribute opinion pieces and answer frequently asked questions, built a postcode-driven pharmacy locator, developed an interactive Pain Locator tool to help consumers pinpoint their trouble spots, and produced videos of consumers sharing their experiences with Voltaren Rapid 25.

"If we know anything about pain and pain relief, it’s that almost everyone has a story to tell," says Jarrad, Creative Director at Reborn, “so we built a community around the hub and gave consumers a channel for sharing their stories and seeking advice."

A personal pharmaceutical experience

As expected, Voltaren’s consumers wanted to understand their pain, not just treat it. Over the campaign the website traffic exceeded expectations with over 50,000 visits and consumers exhibited a high level of content engagement, including using commenting and filtering features for further personalisation.

"There were numerous stakeholders at play with us working alongside the client, their media agency and the publishers the logistic were a challenge, but we were able to create an approachable, empathetic and trustworthy pharmaceuticals brand experience, and we’re proud of that." said Sabir, Co-Founder and Director of Reborn.