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Excellence via Digital/Social Media

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Finalist

Nurofen Cold and Flu

Reckitt Benckiser with support from Virgo Consumer Health and Wellbeing


Summary of work

Nurofen, the number one selling pain relief brand in the UK, tasked Virgo Consumer Health and Wellbeing with launching the new Cold and Flu range to the UK consumer market. 

The cold and flu market saw an increase of 3.5% in 2012, the launch looked to generate further market reach for Nurofen in 2013 and beyond. The launch was the biggest healthcare initiative of the year for Reckitt Benckiser and a dynamic, fresh launch strategy and creative platform was required. 

The brief was to engage and involve Nurofen’s target audience with the Nurofen Cold and Flu brand and range. The brief had further campaign targets: provide collateral for social media and press office outreach.

To launch the Nurofen Cold and Flu range Virgo Consumer Health and Wellbeing created the Live Winter Big strategic platform which included a direct-to-consumer event, to grab the attention of the target audience and interrupt their daily routine. 

The campaign exceeded KPIs and targets: press office achieved over 10 million opportunities to see, over 500,000 people were reached via social media and the range was directly discussed with 7,000 consumers. 

The Nurofen Cold and Flu range launch market share increased by 6%, well exceeding expectations.

Judges comments

Reckitt Benckiser delivered a well-executed, ambitious and complex project, which was built on research from 2000 customers. A fantastic submission and event.


Winner

Decisions in Time - Novo Nordisk with support from emotive


Finalists

Nurofen Cold and Flu - Reckitt Benckiser with support from Virgo Consumer Health and Wellbeing