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GSK consumer puts six-figure Day+Night Nurse campaign with Time Out London

Day+Night Nurse brand gets multi-media push with Time Out campaign developed by Grey London and MediaCom

GSK Day+Night Nurse Time Out 

Taking the theme of 'hidden London' to align to its behind-the-counter Day+Night Nurse brand, the GlaxoSmithKline Consumer Healthcare (GSK) campaign spans print, digital, mobile and social media. It includes cover wraps, advertorials and ad space in Time Out London magazine, activity on its iPad app, Twitter feeds and Facebook posts, and banner ads on the website.

Grey London and MediaCom developed the campaign, which will run until December 30 and encourages the consumer to “Just ask your pharmacist”.

“We truly believe that Day & Night Nurse is the product for busy Londoners and in Time Out we have the ideal partner – a great combination of reach for our audience and fantastic creative solutions,” said Sarah Peel, group brand manager at GSK.

“The partnership with GSK marks a pivotal step for Time Out London since the magazine moved to a free model in September,” said Rhiain Jenkins, head of creative solutions, Time Out London. “Our significant print and digital reach gives us the scale to target an active, urban audience across multiple platforms in a highly creative and original way.

“The campaign is a perfect fit for our audience who don't have the time or patience to be unwell when they can be out discovering the very best London has to offer,” Jenkins added.

Key strands of the campaign include:

  • A guide to the best of hidden London, including a list of must-see events this winter, divided into day and night activities
  • Day and night themed cover wraps designed by Grey London, featuring corresponding hidden London events inside each edition
  • An online “School of Ask” microsite which will encourage users to ask Time Out's editor and resident expert Tim Arthur to seek out London's most obscure events, venues and activities. Those who submit the most unusual suggestions will also have the opportunity to win specially curated Time Out experiences.
Time Out's magazine became a free issue on September 25 in a bid to stave off falling readership figures, and the combined activities are expected to reach a combined monthly audience of seven million plus.

21st November 2012

From: Marketing

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