2016 Winners & Shortlists

Creative Execution

We implemented a social listening exercise, where through hashtags we were able to discover flu victims on twitter, within the region. Not only did we know who was sick, we even discovered their interests, hobbies and likes. The next step was to interact with each of these individuals, and offer them fun activity vouchers based on their interests. These vouchers would be available for only 48 hours. Our victims would almost instantly reply to our offers.

The interaction ended offline, where those with the flu, turned their condition around, and redeemed their vouchers. In every case of a flu victim contacted, there was a full recovery made and a voucher redeemed - we call that a 100% success.

Panadol Cold and Flu wanted people to get people to fight flu with the promise of fun activities within 48 hours - the time taken for Panadol tablets to effectively work. But with the brand's new people-centric communications approach, the message needed to be heard directly by flu victims. The insight was that people automatically switch to recovery mode the moment they are incentivised to. We just needed to remind them of the fun things their lives were made of.