On March 31, 2012, Bactidol held the longest videoke session in the Philippines called “The 12-hour Sing-a-thon.” The brief was to develop a campaign promoting the event, including a series of posters highlighting the 12-hour relief from sore throat one gets from the product.

Seamless song mash-ups and artists executed as neon signs, a typography style common in most videoke joints.

The event was fully booked within two days of the event, with a wait-list over three times the capacity of the venue. All the participants belted their hearts out and lasted for 12 hours. By the end of the 12-hour Sing-a-thon, a total of 3,668 songs were sung, proving the efficacy of the product in providing relief from sore throat for up to 12 hours.