The idea of "Neck-Pain? Use Voltaren" was translated into creative execution through head-seat covers that were installed in the first rows in cinema halls in leading complexes. The selected timing of the initiative was during the month of March 2014, during the Oscar ceremony period, a timing where leading and highly attractive films, such as The Wolf From Wall Street, 12 Years A Slave and others were featured in the cinemas, thus attracting more viewers including our target audience.

During the activity, 200,000 viewers were exposed to the head-seats, and most importantly, sales of Volteran increase by 15% compared to the previous month, much exceeding the client's expectations.