Strepsils Promo, Case study HOARSE WHISPERER by Bang Bang Studios, J. Walter Thompson Melbourne

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HOARSE WHISPERER

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market Australia
Agency Bang Bang Studios
Agency J. Walter Thompson Melbourne
Executive Creative Director Richard Muntz
Creative Scott Glennon, Keith Nicolas, Harsh Kapadia, Chris Andrews
Released May 2010

Credits & Description

Category: Best Use of Audio
Advertiser: CHEMMART PHARMACY
Product/Service: STREPSILS THROAT LOZENGES
Agency: JWT
Agency: BANG BANG STUDIOS
Date of First Appearance: May 18 2010
Entrant Company: JWT, Melbourne , AUSTRALIA
Executive Creative Director: Richard Muntz (JWT Melbourne)
Creative: Harsh Kapadia (JWT Melbourne)
Creative: Chris Andrews (JWT Melbourne)
Creative: Keith Nicolas (JWT Melbourne)
Creative: Scott Glennon (JWT Melbourne)
Group Account Director: Kylie Payne (JWT Melbourne)
Agency Producer: Justine Kubale (JWT Melbourne)
National Marketing/Merchandise Manager: Scott Jones (Chemmart Pharmacy)
Planner: Anuj Mehra (JWT Melbourne)
Sound Engineer: Stephen Renfree (Bang Bang Studios)
Media placement: Radio - Triple M - 18.05.10

Insights, Strategy & the Idea
After Jimmy Jacques, known as the voice of harness racing in South Australia, lost his voice right in the middle of a call, he literally became a national talking point and internet sensation overnight. Chemmart, Australia's largest pharmacy retailer, jumped on the opportunity by launching a topical radio ad just after the story broke.

Creative Execution
The creative strategic solution was to use Jimmy Jacques' actual race call to leverage our client
to promote the solution to a sore throat. The key to this execution was to get the radio ad on air
within hours of the live incident at the harness races while it was gaining momentum to make Jimmy a national sensation.

Results and Effectiveness
This topical ad created ripples in the local media. Jimmy Jacques, the race caller was interviewed by a number of local media channels resulting in the Chemmart brand being featured across national media.