Voltaren wanted to stand for more, to be more than just a pain relieving gel, they wanted to say thank you. Thank you to the every day heroes. The ones you don’t hear about. The ones who go above and beyond, a bit like the ones that carry on their lives with the help of Voltaren pain relieving gel. So we created a cross media integrated campaign to do just that, linking together brand building traditional media with sales driving promotional activation channels including TV, POS and Digital. In order to say thank you to our customers we created a downloadable €1 discount coupon alongside an online hub to share and celebrate the people who make the world a better place.

At the end of the campaign all 30,000 coupons had been claimed, showing the effectiveness of the integrated cross media approach and outperforming our expectations by far. Brand likeability also increased by Index 115 – from 62% to 71%, which shows the campaign has really differentiated the brand in a competitive marketplace. And most importantly, we achieved a sales uplift of 30%, a resounding success.

Sources: Brand Monitor, IMS, Campaign tracking