"Heroes Wanted" by Voltaren is the first integrated campaign of its kind within the field of OTC-Communications.

Voltaren wanted to make a difference and demonstrate that the brand is more than just a pain reliever. The campaign engaged and involved pharmacy teams as well as consumers throughout Germany.

Furthermore the campaign shows that PR can function as an idea-initiator for integrated campaigns and can own a central position within the communications mix.

In September and October 2014, Voltaren started the campaign “Heroes Wanted” asking consumers and pharmacy teams throughout Germany to share their story about their personal everyday hero:

- The campaign’s own website offered the opportunity to take part through an online form

- Through print ads and a variety of online advertising, the campaign had a strong presence both on- and offline

- Individual media outreaches generated various earned content

- The campaign-owned TV advert ensured maximum attention and ran as two versions (30 seconds and 60 seconds)

- The 30 seconds TV spot was also available on YouTube

Three winners and their personal hero were invited to be part of a professional shooting with star photographer GABO and to enjoy an exclusive cooking-session with a well-known gourmet chef.

The campaign idea was so strong and relevant that it quickly and successfully spread across different channels. The campaign results as well as the diversity of the stories that were handed it, made it obvious that the idea activated the key target group successfully – and was able to engage even new stakeholders:

- 40.000.000 net contacts via TV spot

- 2.000.000 Views on YouTube

- 35.000.000 Reach via PR (Earned)

- 1/3 of all German pharmacies took part

- 30% Sales Uplift

The campaign was selected “Campaign of the Week” by the “Kontakter Client Award. It was shown that PR can function as an idea-initiator for integrated campaigns and can own a central position within the communications mix.