2016 Winners & Shortlists

Brief Explanation

Panadol Cold and Flu, provides relief against flu within a 48-hour timeframe. With the flu season kicking in, Panadol wanted to give victims a brand new remedy – the promise of fun. With free activity vouchers to recover for, we also gave our victims a deadline of 48 hours. All they had to do was find a way to fight flu and redeem them. To find flu victims we employed a direct approach through social listening and individually contacting those suffering. Looking for key hashtags on Twitter, not only did we find those sick with flu, but we were able to learn about their interests - and come up with incentives for them to fight flu for.

Creative Execution

Panadol Cold and Flu is all about stopping flu in its tracks. Rather than relying on the traditional remedies of rest and elixirs, the brand takes a more aggressive approach in ridding people of the flu and getting them back to life. The campaign, like the brand itself, directly spoke to flu victims, and offered them the chance to feel better - within 48 hours.

Results

During the campaign, every single flu victim we contacted ensured they got over the flu within 2 days, and redeemed their vouchers - a 100% success rate.