2011 Winners & Shortlists

The Brief

The objective was to create a fresh and original sampling idea for ENO – the all-in-one-solution to indigestion. ENO needed something different than a conventional promotional method to increase trial. It needed an out-of-the-ordinary channel that would get a new target audience to try ENO, positioning itself as an effective solution to indigestion at a moment when people need it the most.

Describe how the promotion developed from concept to implementation

We wanted to target new consumers in a place where they would be most receptive to a message of indigestion relief. All-you-can-eat buffets came to mind. Our sampling idea was simple; it was a matter of applying a creative twist to what we already had to work with. We positioned special buffet trays at key parts of the buffet: right after the main courses and right before dessert. Once opened, they contained a surprise – and it wasn’t more fish cake or curry. As a welcome relief from indigestion, we filled the trays up with complimentary ENO sachets.

Describe the success of the promotion with both client and consumer including some quantifiable results

At our main buffet venues around Dubai, The Majestic and Rotana Hotels, approximately 500 sachet samples were devoured in the first two days of running our campaign at each venue. Consumers responded positively to our non-traditional buffet tray idea, acquiring an enthusiastic impression of our brand that communicated to them on a direct level. With a substantial increase in product trial, which came at a minimal cost to our client and at no cost to our consumers, we offered people something truly meaningful - a genuine sense of relief. GSK expects to see a tangible ROI from this creative campaign.

Explain why the method of promotion was most relevant to the product or service

All-you-can-eat buffets are hugely popular in Dubai. They were the perfect place for an indigestion relief brand to create a fresh sampling idea, as buffet diners are likely to overindulge or consume spicy foods in generous quantities, in such a short time frame. Naturally, symptoms of indigestion often present themselves in scenarios like these. This made our sampling idea highly relevant not only in terms of reaching consumers at the right place, but also reaching them at the right time, at a moment when actively engaging them with a gesture of relief would be well-received and appreciated.