PANADOL FIGHTS FLU WITH TWEETS
Brand | GLAXOSMITHKLINE |
Product/Service | MEDICAL/HEALTH |
Entrant | WUNDERMAN DUBAI, UNITED ARAB EMIRATES |
Category | Use of Social in a Direct Marketing Campaign |
Entrant Company
|
WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
MEDIACOM MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MAGNET Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Shimaa Nabil |
Wunderman Mena |
Copywriter |
Anna Reynolds |
Wunderman Mena |
Account Director |
Adil Khan |
Wunderman Mena |
Social media analyst |
Azam Muhammad |
Wunderman Mena |
Designer |
Tissa Ka |
Wunderman Mena |
Artworker |
Arif Akhter |
Wunderman Mena |
Designer |
Husam Badwan |
Wunderman Mena |
Proofreader |
Hisham Othman |
Wunderman Mena |
Social Media Manager |
Piotr Chrobot |
Wunderman Mena |
Executive Creative Director |
Fernando Miranda |
Wunderman Mena |
Senior Copywriter |
Lina Nader |
Wunderman Mena |
Senior Art Director |
Ayah Harb |
Wunderman Mena |
Account Executive |
Nuzhat Merchant |
Wunderman Mena |
Account Director |