PA N A D O L

Campaign Middle East - - CONTENTS -

While big brands were pump­ing money to se­cure them­selves any tiny bit of at­ten­tion in the ever-crowded World Cup scene, Panadol didn’t have mas­sive bud­gets to ac­ti­vate the brand through paid me­dia. So it searched for peo­ple’s tweets that ex­pressed pain of los­ing and replied to them in­di­vid­u­ally with com­fort­ing words and a link to their gift vouch­ers. Panadol re­lieved the pain of view­ers who were in emo­tional pain and cheered them up with some hum­ble gifts, such as mas­sages, cinema tick­ets and jazz lounge in­vites. BRAND: Panadol TI­TLE: Vir­tual pain killers AGENCY: Grey Dubai

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