Fenbid: FENBID FAST HEADACHE RELIEF

Credits & Description:

Category: Ambient: Special Build

Advertiser: GLAXOSMITHKLINE

Product/Service: FENBID

Agency: KINETIC WORLDWIDE

Agency: MINDSHARE

Creative Director: Jacky Lun

Copywriter: Paul Bo

Art Director: Sheng Xiong Chen

Illustrator: Stephen Zhong

Photographer: Stephen Zhong

Other Credits: Branding Agency - Ogilvy

Date of First Appearance: May 1 2009 12:00AM

Entrant Company: KINETIC WORLDWIDE, London, UNITED KINGDOM



Description of Ambient execution

A variety of Out of Home special builds supported Fenbid’s launch of their headache relief product - a tablet which targets and heals headaches fast.

Fenbid had identified a target audience of white collar workers journeying to work. Several formats were used to reach the commuting target audience in major cities Shanghai and Guangzhou, including bus wraps, metro posters and bus shelters posters.

In addition, the campaign featured special builds featuring a huge yellow arrow appearing to ‘crush’ the frame of a giant glass wall. This communicated the targeting power of the pain relief.

Passers-by were witnessed interacting with the campaign; touching and taking photos of the creative. The success of the campaign resulted in the client extending the two-month bus body advertising across eight cities for an extra month.