Page 82 - The EDIT | Q1 2017
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Ideas
Run. Recover. Repeat.
Canada
Campaign Title // Run. Recover. Repeat. Brand // GSK Canada Campaign Duration // 01.08.2016-31.08.2016 Client // GSK Canada
This campaign serves as a template for how to marry brand objectives with key target insights
in order to leverage consumer passion points. Understanding our target’s key passion (running) and its rituals allowed us to connect with them on an emotional level. Our combination of custom content and highly relevant targeting succeeded
in providing a unique, hands-on experience for our target at the exact moment they would be most receptive to the brand message. Close collaboration
with our media vendor (Spotify) allowed us to develop a program that offered real-world value that positively impacted consumer experience, and helped the brand stand out from its much bigger competitors by providing runners with something they couldn’t. By focusing our modest budget on owning a space and target that were largely ignored by Voltaren’s goliath competitors, we were able to generate quality engagements and leave a lasting impression.
Role of comms: REINFORCING
THE EDIT ISSUE 05 | Q1 2017
