Frenadol Complex is the leader in the Cold and Flu Market. It has been in Spanish homes for more than 30 years with no changes during this period (lack of new news)

Our challenge was to bring innovation to the cold and flu market taking into account that Spanish legal regulation in the OTC category is very restricted and TV investment seems to be the only channel to be considered.

In the pharmaceutical sector, a very traditional one in Spain, all the brands built their communication around the same message: Maximum efficacy. So, the innovation was not in the message. It should be how the brand creates a new content to spread it across new channels.

We develop a mobile App available for iOS and Android, launched in the seasonal cold period with three channels to push it: a website including a viral video explaining the idea (www.catarrator.com), a mobile display campaign and a PR campaign

First time a cold &flu brand innovates. Main KPI’s:

• Active Users: 52.908 ? 130% over target

• Downloads: 52.492? 128% over target

• Average App uses: 1,8? 180% over target

• Average Time on app ? 2 min 05 seg

• Noise in Social Networks ? 687 verbatims talking about it (90% in Twitter).