The traditional TV and radio spot campaign targeted the younger audience, and we were able to reach the more elusive mature audience through a subtle, yet subversive marketing campaign which communicated to the huge audiences generated by the four main Sydney talkback radio stations. Our method was to use actors, posing as legitimate callers, instructed to casually drop Strepsils into their conversation with the host, they cleared their throat a few times, mentioned that they have a sore throat coming on and take a Strepsils, before continuing with the call. Some of the calls last a couple of minutes but that is what makes them so authentic, in fact a few of the hosts even picked up on the sore throat reference and ran with it themselves. Including John Laws, Australia's most respected and experienced talk back host.

This is a world first so we were not sure what to expect. The project was executed so close to the Awards deadline, sales figures are not yet available, however the 'Treat Early with Strepsils' message reached a combined 40+ audience of over 2 million listeners in Sydney alone, with zero media dollars spent.At the time of writing, the Strepsils campaign is receiving further exposure. The story was broken by online media magazine (Mumbrella) and radio stations have since replayed highlights and interviewed the Agency's Creative Director.Needless to say, this cheeky gorilla campaign is exceeding the client's expectations.