PAIN IN THE NECK by J. Walter Thompson Mumbai for Iodex

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PAIN IN THE NECK

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Industry Health & Pharmaceutical Products
Media Promo & PR
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Senthil Kumar
Art Director Mohan Sanda
Copywriter Kiishore Mohandas
Released December 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: GLAXOSMITHKLINE
Product/Service: ANALGESIC
Agency: JWT INDIA
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Art Director: Mohan Sanda (JWT)
Copywriter: KIishore Mohandas (JWT)
Executive Creative Director: Senthil Kumar (JWT)
Media placement: Ambient Installation - Fame Lido Multiplex Theatre - 21st December 2009
Describe the objective of the promotion.
SHIFT THE SCREEN FOR A QUICK PAIN IN THE NECK. We targeted movie halls in the city and used them to promote IODEX’s product range. Before the start of the movie, we planted a slide projector that would move the projection (illuminated screen) from the center of the screen to one corner of the hall. Thus making our consumers, the audience, turn their heads with the screen. The slide then switched to the IODEX logo with a simple message that read, FOR QUICK RELIEF FROM NECK PAIN, TURN TO IODEX.
Describe how the promotion developed from concept to implementation
In order to make the screen move inside the movie hall we had to use a simple slide projector. The projector was placed at the center so that the slide we projected would hit the center of the screen. Later using a simple turn table we were able to maneuver the projector to one side of the movie hall. We ensured that the movie hall was dim lit and that all the lights were turned off so that the projection would not be lost as it moved from the center towards a corner of the hall.
Describe the success of the promotion with both client and consumer including some quantifiable results
Iodex sales that week increased by 5% with stores in the vicinity of the movie hall registering excellent sales. Those people we spoke to including a older gentlemen felt that the promotion was instrumental in him buying Iodex for his household. The client, after this initial promotion activity has taken the same across the country into bigger metros as well as small town areas where the activity hopes to achieve greater success.
Explain why the method of promotion was most relevant to the product or service
Iodex is an instant pain relief balm, usually used in cases of neck pain or extreame shoulder pain. The idea was to amplify the usage of the product and hence giving a pain in the neck was the way to go. Also, in such a cluttered market where pain relief medicines are a plenty, it was necessary to promote Iodex in such a way that it would register instantly in the minds of consumers.Hence the approach of movie halls made perfect sense and moreover we were able to reach out to our core target audience.