STREPSILS Voice Back Campaign STREPSILS Voice Back Campaign

STREPSILS Voice
Voice Back
Back Campaign
Campaign
STREPSILS
STREPSILS lozenges contain antiseptics which kill bacteria associated with mouth and throat infections. The lozenges are indicated for sore throats
of
varying degrees
of severity.
Strepsils Intensive
isbacteria
the strongest
most effective
variant.
STREPSILS
lozenges
contain antiseptics
which kill
associated
with mouth
and throat infections. The lozenges are indicated for sore
throats of varying degrees of severity. Strepsils Intensive is the strongest most effective variant.
CHALLENGE:
CHALLENGE:
InThe
thetarget
midstmarket
of winter,
having
been flooded
by brand
messages
from competing
brands,
Front Shop
Assistants
and other
staff needed
to be reminded
ofpaid.
the efficacy
of Strepsils
Intensive.
was
all pharmacy
staff but,
particularly
appealing
to Front Shop
Assistants.
Front
Shop Assistants
arepharmacy
poorly educated
and particularly
poorly
They work
in an unchanging
Amidst
a
plethora
of
boring
cold
and
flu
brand
reminders
that
flounder
in
a
sea
of
sameness
the
brand
reminder
had
to
shout
louder
and
live
longer
as
the
top-of-mind
solution
to
sore
throats
–a
environment with very little day-to-day stimulation. Due to wage disputes a national public servant strike was looming in South Africa. Without exception, Front Shop Assistants identified with the
more
thanand
gargles
sprays.
causeeffective
of publicoption
servants
wereand
very
sympathetic to the strikers. Allowing civil servants a voice in our fledgling democracy (following years of Apartheid rule) was critical and the impending
strike was headline news in every medium.
TARGET MARKET AND SITUATIONAL ANALYSIS:
TARGET MARKET AND SITUATIONAL ANALYSIS:
The target market was all pharmacy staff but, particularly appealing to Front Shop Assistants. Front Shop Assistants are poorly educated and particularly poorly paid. They work in an unchanging
environment
stimulation.
to wage disputes
a national
public
strike
was
looming
in South
exception,
Front
Shop were
Assistants
withfor
the
Glaxo Smith with
Klinevery
haslittle
strictday-to-day
regulations
regarding Due
the distribution
of brand
reminders
to servant
pharmacy
staff.
The
sales force
wasAfrica.
also aWithout
new force
and many
of them
goingidentified
into the field
cause
of public
servants
were very
sympathetic
thewould
strikers.
Allowing
servants
a voice
in an
oureducational
fledgling democracy
(following
years
of Apartheid
rule) was critical and the impending strike
the first
time. They
thusand
required
brand
reminderstothat
interest
the civil
pharmacy
staff,
serve
purpose and
facilitate
relationship
building.
was headline news in every medium.
SOLUTION:
SOLUTION:
The agency, Fine Healthcare, devised a flashmob campaign which had as its main sentiment “Let the voice of the nation be heard”. The toi-toi is a traditional dance demonstrating opposition
The
agency, Fine
Healthcare,
devised A
a flashmob
which
hadsent
as its
main
sentimentcountrywide.
“Let the voice
of the nation
be heard”.
The
toi-toi is a traditional
dance
demonstrating
opposition
to authority
or a given
circumstance.
flashmob campaign
of ‘protesters’
were
into
pharmacies
Timeous
arrangements
with
management
and shopping
centre
security ensured
that
tothe
authority
or
a
given
circumstance.
A
flashmob
of
‘protesters’
were
sent
into
pharmacies
countrywide.
Timeous
arrangements
with
management
and
shopping
centre
security
ensured
that
‘protesters’ were not intercepted. The ‘protesters’ lined up outside the pharmacy complaining that they had lost their voices and demanding that their voices be heard. They then proceeded
the
‘protesters’
weredemanding
not intercepted.
The ‘protesters’
lined
outside
pharmacy
complaining
thatthen
theypulled
had lost
voices
and demanding
that
their voices
be heard.
They
thenexpressing
proceeded
to the
OTC counter
a medication
that would
giveup
them
backthe
their
voices. The
team leader
outtheir
a pack
of Strepsils
Intensive,
distributing
lozenges
to his
team
togreat
the OTC
demanding
medication
that
would
giveback.
themA back
their voices.
thenlyrics
pulled
outthen
a pack
of Strepsils
distributing
his team expressing
reliefcounter
that they
had founda the
way to get
their
voices
traditional
protestThe
songteam
withleader
amended
was
performed
to theIntensive,
astonished
pharmacylozenges
staff and to
customers.
The lyrics
great
relief
that
they
had
found
the
way
to
get
their
voices
back.
A
traditional
protest
song
with
amended
lyrics
was
then
performed
to
the
astonished
pharmacy
staff
and
customers.
The lyrics
conveyed the factual information and advantages of recommending Strepsils Intensive. The team then handed out brand reminders in the form of branded scarves, T-shirts and vuvuzelas
conveyed
thehorn
factual
information
and advantages
recommending
Intensive.
The teamentry
then forms
handed
brandBack’
reminders
in the in
form
of branded
scarves,
T-shirts
vuvuzelas
(local
(local noisy
made
popular during
the recent of
2010
Soccer WorldStrepsils
Cup). They
also distributed
toout
a ‘Voice
competition
which
they could
win Voice
Backand
Nokia
2330 mobile
noisy
horn
made
popular
the recent
2010 Soccer
alsosong
distributed
entry
forms
to adeparted
‘Voice Back’
which
they could
win Voice Back Nokia 2330 mobile phones.
phones.
The
team
joyfullyduring
charmed
the pharmacy
staff World
to join Cup).
themThey
in their
and dance
before
they
in a competition
spectacularin
toi-toi
dance
routine.
The team joyfully charmed the pharmacy staff to join them in their song and dance before they departed in a spectacular toi-toi dance routine.
RESULTS:
RESULTS:
Pharmacy staff who were interviewed were delighted by the activity with many claiming it a highlight. But more importantly, mystery shoppers were deployed to test the efficacy of the
Pharmacy
who were
were
delighted
by the
activity with
many claiming
it a highlight.
importantly,Client
mystery
shoppers
were deployed
to test
the efficacy
ofto
the
campaign
campaign staff
by asking
for ainterviewed
cure for their
sore
throat, and
in virtually
all instances
Strepsils
Intensive But
wasmore
recommended.
sales
representatives
conducted
follow-up
visits
collect
the
by
asking
for
a
cure
for
their
sore
throat,
and
in
virtually
all
instances
Strepsils
Intensive
was
recommended.
Client
sales
representatives
conducted
follow-up
visits
to
collect
the
competition
competition entry forms. The entry forms needed to reflect the correct answer to the question: ”Strepsils Intensive should be recommended because ....” All entry forms submitted contained
entry
forms.information
The entry forms
to the
reflect
answersucceeded
to the question:
”Strepsils
Intensive
shouldtobe
recommended
because
All entry
contained
the correct
the correct
whichneeded
points to
fact the
thatcorrect
the activation
in driving
Front Shop
Assistants
the
package insert
and had....”
managed
to forms
conveysubmitted
the efficacy
of the ingredients.
information
which
points to thehave
fact that
the activation
succeededwas
in driving
Shop Assistants
to the package
insert of
and
had
managedpublic
to convey
the efficacy
the ingredients.
Further
Further follow
up discussions
indicated
that the campaign
highlyFront
memorable
as it was carried
by the impact
the
nationwide
servants’
strike of
which
was the major
newsfollow
item
up
indicated
that the the
campaign
highly
memorable
as itdinner
was carried
the
impact
thepublic
nationwide
public
servants’
strike
which
major news
item will
on every
ondiscussions
every news have
bulleting
and certainly
heated was
subject
of debate
at every
table atby
the
time.
Bothofthe
servants’
much
publicised
strike
andwas
thethe
flashmob
campaign
live innews
the
bulletin
and
certainly
the
heated
subject
of
debate
at
every
dinner
table
at
the
time.
Both
the
public
servants’
much
publicised
strike
and
the
flashmob
campaign
will
live
in
the
memories
of
our
memories of our target market for many years to come.
target market for many years to come.