When people get the flu, they tend to rest in the comfort of their couches or their beds. But they engage in some heavy activity online. Especially through their social media accounts.

So using social listening, we go onto Twitter and engaged in a LIVE conversation that would challenge our victims to get better, while we proclaimed and proved that Panadol Cold and Flu works within 48 hours.

Through social listening, we made use of Twitter in a very relevant way, but most importantly, at a very relevant time. We used key words and hashtags to filter those suffering with flu.

We then offered each flu victim fun vouchers to their favourite activities. The vouchers could only be redeemed within 48 hours (the time Panadol Cold & Flu takes to react. But we made no mention of).

For the first time, we brought medical messages into a social sphere, and got our target audience to very actively participate.

Every person we contacted on Twitter responded favourably to the challenge, redeeming their free vouchers within two days. Giving our campaign both a 100% response rate and a 100% success rate.