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Panadol stood out in a crowded media environment by using the ‘crazy sneeze' idea from our TV commercial in a giant OOH in Taipei.This generated lots of media attention and spread the key message of "extra strong relief for an extra strong cold" across the island. The ‘giant mask' became a new landmark and we increased sales by 68%

Jennifer Hsieh
Brand Manager
GSK Marketing

Destination

Winters in Taiwan are cold and humid. Colds and flu affect many people. Our challenge was to remind cold sufferers during the ‘cold season’ that GSK’s Panadol Cold Extra is the best choice. 

Platform 

Having a serious cold or flu is awful, especially for those who cannot take time off work (like our target audience of 25-39 year olds). They want a cold and flu remedy that provides extra relief so that they can perform as normal.

Design and delivery

We adopted a surprising strategy by using a striking 3D billboard of a powerful sneeze that blew a face mask yards away from model’s face, then placed it in high-traffic commuter routes. This was a dramatic break from the category’s usual conservative approach. Commuters stopped and laughed because the mask was blasting so far from the wearer’s face. Placing the ad in the two financial and metropolitan centres of Taipei turned it into the talk of the town.

Evaluation

Touching on a raw nerve while using humour sparked huge media interest in the campaign (generating over US$152,000 in publicity) and created a public debate on how colds and flu are treated. This led to offtake growth for Panadol Cold Extra of 68% on the same period the previous year.