2011 Winners & Shortlists

Results and Effectiveness

Feedback on awareness was very promising, with our target audience reacting well to our unconventional media idea and message of relief. By hitting them exactly when the pain did, we were successful in raising awareness by engaging a brand new audience, exposing them to a positive association of relief. This made our idea a success particularly in terms of product relevance. As a result, top of mind awareness was created in an effective way, and all it took was a little bending down.

Creative Execution

The creative execution was a smart way to use media. Panadol Joint’s message came to its audience in a relevant and clever way, creating an unconventional use of media space on golf courses that had never been done before. Panadol Joint’s message of relief came to its target audience without any extra effort or costs, since it hit them exactly when the pain did, proving to be both highly relevant for the product as well as original as an innovative media channel.

Insights, Strategy and the Idea

Panadol Joint needed to raise awareness for its product as an effective pain reliever. Our target audience was middle-aged golfers in Dubai, people who would like to enjoy an active lifestyle but often find it difficult as they suffer from joint pain. For our target audience, picking up the golf ball is sometimes more physically challenging than actually hitting the ball. Inspired by this unique insight, we discreetly placed our message of relief on the inside of golf holes and on golf balls around courses in Dubai. When players reached down to pick up the ball, our simple yet surprising message was revealed to them at the right time and place.