We were requested to use the client’s standing contracts, which meant we could not make use of the Internet, thus making this project still more challenging. Taking advantage of the “leaves you up there” concept, and the catchy jingle created for the campaign, we decided to go out on the street to search for the youngsters. It was in this way that Tapsin UP was present in the subway, in pubs, cinemas, malls, discos, buses, cars, always in unusual and innovating ways so as to captivate this singular group. This was complemented with an amusing and fun sponsorship on cable TV and in phrases on radios normally tuned into by the young set. Wherever the young set was, Tapsin UP was also there, inviting them “to be up”.

There was an increase of 14% in First Preference of Analgesics in 15-35 year olds, two months after starting the campaign.(*)Tapsin UP sales exceeded those of Cafiaspirina, its competitor, by 44% during the campaign’s first month.(**)By the fourth month, the difference in favor of Tapsin reached 150%(*)(*) Adimark(**) IMS