Nurofen, made by pharmaceuticals company Reckitt Benckiser, produce a range of pain-relief medication. In 2008, they launched “Nurofen Express”, a pain-killer designed to work twice as fast as its competitors.
Hotcow were challenged to support the ATL launch of Nurofen Express, fast to work headache tablets amongst working women.
Busy working women don’t have a lot of time during the working day. We needed to create an experience that fitted in to their lifestyle while retaining the product message.
What we did
We created an explosive “Fast to Work” brand entertainment activity using a variety of mechanics to engage with consumers.
We offered free “fast-to-work quick-shaw” rides to commuters at Charing Cross, London that aligned with the “fast-to-work slogan of the product. Roller-blading product performers handed out leaflets to the public giving them the chance to win a trip to New York, supplied additional information and answered any questions the public had about the product.
To target businesses we deployed office hit squads and we used ambient clean ads across five key UK cities to further heighten awareness of the product launch.
So, what happened..?
- 18,400 Interactions
- Brand awareness 171,400
- Over 1000 fast-to-work rides given away
- Cost per awareness £0.12p
We are extremely pleased with Hotcow’s creativity and execution of our campaigns and would highly recommend them to anyone seeking a true partner.
Account Director, Virgo Health PR