MOVEMENT POWERS LIFE by Saatchi & Saatchi Geneva for Novartis

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MOVEMENT POWERS LIFE

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR
Market Switzerland
Agency Saatchi & Saatchi Geneva
Art Director Fiona Parkin
Copywriter Daniel Lunn, Veronica Copestake
Strategic Planner Elena Ballesteros Carolyn Dateo
Released October 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: NOVARTIS CONSUMER HEALTH
Product/Service: VOLTAROL
Agency: SAATCHI & SAATCHI
Date of First Appearance: Oct 29 2010
Entrant Company: SAATCHI & SAATCHI, Carouge, SWITZERLAND
Entry URL: http://www.youtube.com/movementpowerslife
Chief Creative Officer: Derek Green (Saatchi & Saatchi Switzerland)
Head of Production: Scott McBurnie (Saatchi & Saatchi Switzerland)
Copywriter: Veronica Copestake (Saatchi & Saatchi Switzerland)
Art Director: Fiona Parkin (Saatchi & Saatchi Switzerland)
Strategic Planner: Carolyn Dateo (Saatchi & Saatchi Switzerland)
Global Account Director: Stephanie Rupp (Saatchi & Saatchi Switzerland)
Account Director: Joan Flanagan (Saatchi & Saatchi Switzerland)
Account Director: Susan Jacxsens (Saatchi & Saatchi Switzerland)
Account Manager: Emma Jenkin (Saatchi & Saatchi Switzerland)
Global Brand Head Voltaren: Rummana Hasan (Novartis Consumer Health)
Global Marketing Rurope: Nicolé Kettenus-Schwarz (Novartis Consumer Health)
Category Marketing Manager Pain: Julie Sutherland (Novartis Consumer Health)
UK Brand Manager: Sowmya Venkataraman (Novartis Consumer Health)
Copywriter: Daniel Lunn (Saatchi & Saatchi Switzerland)
Head of Global Interactive Marketing: Rodney Spady (Novartis Consumer Health)
Public Relations: (MS&L)
Media Company: (MEC)
Production Company: (Musion)
Production Company: (Sustainable Dance Floor)
Production Company: (MPH)
Media placement: Promotional Event - Westfield London - 29 October 2010

Describe the objective of the promotion.
Voltarol, the no.1 muscle pain reliever, wanted to bring their ‘Joy of Movement’ brand purpose to life in a fun & memorable way.

Describe how the promotion developed from concept to implementation.
In front of over 85,000 people, the ‘Voltarol. Your Movement Powers the Show’ event created a huge buzz at Westfield London.

The event combined live 3D holograms & a state-of-the-art dance floor that converted the energy generated by people’s movement into power.

Our shoppers were encouraged to dance & literally contribute the power to the show.

Once enough energy was generated, the live hologram show started. And to generate further consumer engagement, the holograms were able to interact with the audience by dancing & talking directly with them, asking them to dance more & generate more energy.

When the energy levels dropped, the holograms would slowly disappear.

Explain why the method of promotion was most relevant to the product or service.
Normally, pain reliever products only show the negative side of people’s pain issues. But with this Voltarol brand experience, we promoted prevention of muscle pain through our positive ‘Joy of Movement message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Approximately 85,000 shoppers participated in the ‘Joy of Movement’ message in a positive & innovative way. While the video of the event on the bespoke ‘Movement Powers Life’ youtube channel had over 200,000 hits within 3 weeks of launch.