Category: Fast Moving Consumer Goods (not including food)
Advertiser: NYCOMED
Product/Service: PAINKILLERS
Agency: ANR.BBDO
Creative Director: Andreas Lönn (ANR BBDO)
Copy: Sara Kolbäck (ANR BBDO)
Account Supervisor/Planner: Maria Sandberg (ANR BBDO)
Account Manager: Johan Ekelund (ANR BBDO)
Final Art: Marie Wanberg (ANR BBDO)
Film Director: Sara Haag (Sara Haag)
Event Producer: Sandra Åkerling (Knut Kommunikation)
Event Producer: Anna Kylliäinen (Knut Kommunikation)
Event Producer: Sara Axelsson Wåhlström (Knut Kommunikation)
Digital Producer: Karl Roos (Vimea)
Media placement: Facebook Site - Facebook - 10 October 2011
Media placement: Facebook Ads - Facebook - 15 October 2011
Media placement: Banners - Blogs - 15 October 2011
Media placement: Sponsored Blog Post - Nyheter 24 - 15 October 2011
Media placement: YouTube Films 15 Spots - YouTube - 15 October 2011
Media placement: Sponsored YouTube Film - YouTube - 9 November 2011
Media placement: Live Event - Sergels Torg, Stockholm - 12 November 2011
Describe the objective of the promotion.
Ibumetin is a painkiller. It helps Swedish people get rid of headaches, period aches and fever. And that's about it. We wanted to get people more involved and engaged in the brand to make it feel more human, alive and relevant. And make people think of Ibumetin even when they’re not in pain.
Describe how the promotion developed from concept to implementation.
What if Ibumetin could help people with the most painful thing there is: heartache? The pill itself can’t do it, so we decided to create a new day: Valentine’s Day for the Broken Hearted, on November 12th. The hub of the campaign was a Facebook page that started up 5 weeks before the day. We encouraged people to not only like it but also ease their hearts, comfort each other and hopefully move on. On November 12th we arranged a big balloon release where every white balloon represented a broken heart.
Explain why the method of promotion was most relevant to the product or service.
One of the biggest problems for a painkiller is to be relevant and visible on more occasions than when people are in physical pain. With Valentine’s Day for the Broken Hearted we created an arena to talk to people about other things than headaches and fever, and managed to still be relevant as a painkiller. The subject of heartache and getting over it obviously struck a chord in people since the response was overwhelming. For the people we engaged we managed to associate Ibumetin with something hopeful and emotional.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 11,000 heartbroken people gathered on our Facebook page and took part in the campaign actively. Their comments and wall posts meant we reached over 70,000 unique users every week for 5 weeks. During this period we had 80% of our fans interacting with our Facebook page (commenting, posting on the wall, liking things etc.)
A Google search (for ‘Alla Krossade Hjärtans Dag’ = Valentine’s Day for the Broken Hearted) before the campaign gave 1,930 hits, a search after 154,000: a
8,000% increase.