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 Online Advertising
Advertiser: CHEMMART PHARMACY
Product/Service: STREPSILS THROAT LOZENGES
Agency: JWT
Date of First Appearance: May 18 2010
Entrant Company: JWT, Melbourne , AUSTRALIA
Entry URL: http://www.problemsolutionresults.com/hoarsebannermedia/cannes
Executive Creative Director: Richard Muntz (JWT)
Executive Creative Director: Richard Muntz (JWT)
Creative: Harsh Kapadia (JWT)
Creative: Harsh Kapadia (JWT)
Creative: Chris Andrews (JWT)
Creative: Chris Andrews (JWT)
Creative: Keith Nicolas (JWT)
Creative: Keith Nicolas (JWT)
Creative: Scott Glennon (JWT)
Creative: Scott Glennon (JWT)
Digital Developer: Nick Child (JWT)
Digital Developer: Nick Child (JWT)
Group Account Director: Kylie Payne (JWT)
Group Account Director: Kylie Payne (JWT)
National Marketing/Merchandise Manager: Scott Jones (Chemmart Pharmacy)
Planner: Anuj Mehra (JWT)
Media placement: Online Banner Ad - The Age Website (theage.com.au) - 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 banner ad just after the story broke.

Creative Execution
The creative strategic solution was to use this highly publicised news story to leverage the sale of throat losanges available at Australia's largest pharmacy chain. The story was spreading virally and reaching large numbers of audiences which allowed Chemmart to come into the limelight with a cheeky topical banner ad.

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.