FENBID FAST HEADACHE RELIEF by KINETIC WORLDWIDE, Mindshare London for Fenbid

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FENBID FAST HEADACHE RELIEF

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Industry Health & Pharmaceutical Products
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency KINETIC WORLDWIDE
Agency Mindshare London
Creative Director Jacky Lun
Art Director Sheng Xiong Chen
Copywriter Paul Bo
Photographer Stephen Zhong
Released May 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: GLAXOSMITHKLINE
Product/Service: FENBID
Agency: KINETIC WORLDWIDE
Agency: MINDSHARE
Creative Director: Jacky Lun
Copywriter: Paul Bo
Art Director: Sheng Xiong Chen
Illustrator: Stephen Zhong
Photographer: Stephen Zhong
Other Credits: Branding Agency - Ogilvy
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: KINETIC WORLDWIDE, London, UNITED KINGDOM

Description of Ambient execution
A variety of Out of Home special builds supported Fenbid’s launch of their headache relief product - a tablet which targets and heals headaches fast. Fenbid had identified a target audience of white collar workers journeying to work. Several formats were used to reach the commuting target audience in major cities Shanghai and Guangzhou, including bus wraps, metro posters and bus shelters posters. In addition, the campaign featured special builds featuring a huge yellow arrow appearing to ‘crush’ the frame of a giant glass wall. This communicated the targeting power of the pain relief. Passers-by were witnessed interacting with the campaign; touching and taking photos of the creative. The success of the campaign resulted in the client extending the two-month bus body advertising across eight cities for an extra month.