Clpla
PURGOLENE
Brlef
Cipla needed to turn a global print ad into a 360 campaign that focused on in-store, content and live activations as a way to disruptively market an otherwise boring product, laxative. We were asked to develop a concept that elevated the campaign to launch the product internally and externally with an awareness-based campaign.
what we dld
We developed a concept that brought the print ad to life by placing the clown in eerie locations on Halloween with the intention of scaring the sh#t out of people. We started in the Cipla office, letting staff know Purgolene had launched most unexpectedly, by scaring the sh#t out of them.
We then took our idea to Cape Town, scaring consumers and letting them know Purgolene was behind this through our moving billboards. In-Store we created innovative moving POS to further get our consumers attention using lenticular printing to make our prints come to life as you walked by.
Results
The campaign left its mark with Purgolene seeing over double the initial reach target achieved.
200%
Reach Target
500
POS DISPATCHED
QR SCANS
channels
- CREATIVE
- DESIGN
- IN-STORE
- POINT OF SALE
- ACTIVATIONS
- CONTENT
