After Jimmy Jaques, known as the voice of harness racing in South Australia, lost his voice right in the middle of a call, he literally became a national talking point and internet sensation overnight.

Chemmart, Australia's largest pharmacy retailer, jumped on the opportunity by launching a topical radio ad, using his original race call just after the story broke.

The creative strategic solution was to use Jimmy Jacques' actual race call to leverage our clientto promote the solution to a sore throat. The key to this execution was to get the radio ad on air within hours of the live incident at the harness races while it was gaining momentum to make Jimmy a national sensation.

This topical ad created ripples in the local media. Jimmy Jacques, the race caller was interviewed by a number of local media channels resulting in the Chemmart brand being featured across national media.