Eno: LULLABY

Credits & Description:

Advertiser: GLAXOSMITHKLINE CONSUMER HEALTHCARE SDN BHD
Agency: OGILVY MALAYSIA
Category: Best Use of Audio
Advertising campaign: LULLABY
Copywriter: Donevan Chew (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Account Supervisor: Edmund Wong (Ogilvy Malaysia)
Account Manager: Shireen Peterson (Ogilvy Malaysia)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Account Supervisor: Melanie Mei (Ogilvy Malaysia)
Copywriter: Yee Wai Khuen (Ogilvy Malaysia)

Execution
We created a radio spot and aired it during the morning drive time as most of the target audience are on the way to work, thus increasing brand awareness and promoting it as a solution to their problem.

Effectiveness
The campaign successfully introduced a new consumption occasion to the target audience, resulting in the increase of sales as the target audience realize that they no longer need to put up with the lunch coma.

Strategy
The objective was to expand the consumption occasions of ENO antacid. The target audience was adults in the workforce who would usually tolerate lunch comas rather than finding a solution for it. They do not know that ENO can help eliminate the sleepiness they feel after lunch as it relieves indigestion. They recognize that the lunch coma reduces their productivity but they can’t think of a solution out of it.