Stopache Promo EXPLOSIVE PAIN by Y&R Dubai

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EXPLOSIVE PAIN

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR
Market United Arab Emirates
Agency Y&R Dubai
Art Director Umran Shaikh
Copywriter Kalpesh Patankar
Photographer James Day
Released January 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PARAS PHARMA
Product/Service: STOPACHE
Agency: Y&R DUBAI
Date of First Appearance: Jan 10 2011
Entrant Company: Y&R DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer/Creative Director: Shahir Zag (Y&R Dubai)
Creative Director/Art Director: Kalpesh Patankar (Y&R Dubai)
Art Director/Copywriter: Shahir Zag (Y&R Dubai)
Art Director: Umran Shaikh (Y&R Dubai)
Copywriter: Kalpesh Patankar (Y&R Dubai)
Photographer: James Day
Planner: Matthew Collier (Y&R Dubai)
Account Director: Shaik Shibli (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Marketing Manager: Prabhu Kartikeyan (Paras Pharma)
Production: Andronico Del Rosario
Media placement: 3D Ambient Installations - Pharmacies, Supermarkets - 10 Janauary 2011

Describe the objective of the promotion.
• To highlight the pain that migraine patients are suffering from and position STOPACHE as the perfect solution.
• With a limited budget, help STOPACHE become the top-of-mind brand in a highly competitive category against bigger and more established brands, such as Panadol and Aspirin.

Describe how the promotion developed from concept to implementation.
We created a 3D installation that looks like an ordinary poster. As you move to the side, you realise that the poster is in fact cut to many different parts. Bringing a great deal of attention to the perfect solution: STOPACHE.

The poster targeted people in one of the most chaotic places around i.e. a shopping centre. It was installed near pharmacies and inside the supermarkets.

Explain why the method of promotion was most relevant to the product or service.
STOPACHE is a challenger brand with a limited budget. So to outdo bigger OTC brands such as Panadol and Aspirin, they needed a low-budget, highly-targeted campaign (in terms of audience and location) with an impactful execution.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 20,000 visitors saw the 3D installation. The second-phase of an on-going outdoor campaign, it further cemented STOPACHE's top-of-mind brand position and helped increase its sales by 22%.