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Project Overview
An integrated mobile, digital and offline campaign aimed to promote Bisolvon through the sickly winter months. The cough medicine brands’ campaign is focused on people sending Bisolvon branded virtual ‘get well’ cards to people feeling sick – deliverable via SMS, Email and Facebook. A promotion to win gift cards was used to encourage sends and help the campaign go viral… in a good way.
Project Commissioner
Boehringer Ingelheim / Mindshare
Project Creator
Team
Boehringer Ingelheim: Sally Binfield
Mindshare: Maria Stillin, Joseph Egan, Laura Flack
Mobile Embrace: Mark Santander, Geoff Wellman, Sandeep Ghai, Neil Olner, Raj Singh, Venkatesh Kanchan, Hugo Marshall,
Y Lassoued
Project Brief
The winter months are a time of trepidation for those of us who catch public transport. With the coughing and spluttering of strangers in uncomfortably close proximity, our personal space and personal hygiene come under direct assault. These are the months when we’re most likely to get sick and therefore most likely to need products like Bisolvon to alleviate the coughs and colds we’ve contracted on the daily commute.
Project Innovation / Need
Using mobile is innovative for the Pharmaceutical industry as it’s rare to promote over the counter medicines for common conditions - not many personal healthcare products are running activity in this medium. The tools provided for this campaign were advanced as they incorporated a virtual get well card, a pharmacy locator using GPS and various delivery methods for sending cards. The execution brings together multiple mobile functionality with activation originating from the users’ mobile device, lending itself to being a very viral campaign.
The delivery options for sending the get well messages are via SMS, email or Facebook - with a competition offering users a chance to be rewarded for being thoughtful. The mobile execution allows Bisolvon to interact with the target audience where they’re most vulnerable to getting sick – on public transport.
Receivers of the card gained useful information of where they could get relief with GPS Pharmacy Locator and tips on how to stay well, as well as product information. Responsive design was used to ensure the campaign worked seamlessly across PCs, laptops and mobiles. To facilitate the gift card promotion the responsive m-site also included integrated data capture which didn’t detract from the experience of sending the virtual card.
User Experience
An engaging and simple user experience lends itself to making the campaign go viral. The user sees the promotion on Facebook, on mobile banner advertising, or they’ll respond to the transit advertising call to action to text in “Cough” or “Mucus” to 194 888.
Upon receiving a “Bisolvon” branded message with link to the m-site, the user can personalise their own get well card or choose from pre-existing messages. They then pick a delivery method of SMS, email or Facebook, and fill in theirs & the recipient’s details. When users send the card they’re automatically entered into the competition if leaving the check box ticked. This ensures Bisolvon has captured users’ details to contact them if they win a prize, measure responsiveness to the promotion and map out when people have engaged with the brand.
The virtual card utilizes an HTML5 rich media solution and allowed recipients to kill germs that filled their mobile screen to reveal the branded get well card. This encouraged engagement, interaction, enjoyment and hence likelihood of sharing. Recipients could then personalise and send the virtual card to their friends hence improving campaign reach.
Project Marketing
The objective was to raise brand awareness and drive engagement with Bisolvon. The marketing message promoted sending get well cards for the campaign to go viral and be shared amongst peoples’ social networks. The overall campaign incorporated transit activity, online, search and mobile advertising.
Mobile is the favoured communication device, so it’s the most logical medium for the audience to send get well messages to friends and family offering a variety of distribution channels. The campaign was timed for the winter months and promoted on public transport when people are more vulnerable of getting sick with coughs and colds. The sentiment to do something good was also rewarded with the chance to win a gift card.
Mobile was at the crux of this viral strategy because it provides: convenience, ease of use, personalization and fun for users.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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