Alfredo Ramirez Our objective was to generate a tremendous advertising “scoop” or publicity stunt to position TAPSIN as the only really effective analgesic to eliminate headaches, therefore getting closer to our main competitor: Bayer ASPRIN. Getting closer to our main competitor: Bayer ASPIRINWe decided that it had to appear in the front page of a newspaper, simulating to be the headline and accomplishing 100% credibility from the public.So we choose “Publimetro” (International Metro), a newspaper that circulates free of charge, 100.000 copies of which are handed out to readers daily in various points across town.As the idea was so strong, the headline had to be as strong or stronger.“Headaches ARE OVER, thanks to TAPSIN” was the headline, clearly referring to the war in Afghanistan which was also over. The whole front page was ours, featuring photos simulating how a tablet dissolved inside the stomach plus news items such as : “Final winner, TAPSIN to fight off headaches”.To bolster our aggressive idea even more, we supported delivery of the newspaper in those points with maximum public through kids dressed up as vintage (1940’s) newsboys yelling: “IT’S OVER”, as well as with posters featuring the same front cover. This generated even more suspense among passerby’s as everybody wanted to know what had ended: and obviously it was headaches that had come to a stop, thanks to Tapsin.We had to take advantage of this only day when Tapsin would be front-page news and cover the happening, reason for which we summoned all 5 open TV channels to cover the event. We did the same with certain large-audience radios and accomplished to have important national opinion makers comment that “Headaches were OVER thanks to TAPSIN”, without any additional cost for the client and converting an action originally created only for the press into an event which encompassed press, TV, radio and outdoor advertising.Without any doubt we accomplished our objective: Creating a tremendous publicity stunt/press scoop to position TAPSIN as the sole analgesic truly effective in eliminating headaches.But who really had a big headache after this, was our main competitor: Bayer ASPIRIN The media team’s contribution was having achieved something never seen before in the marketplace nor dreamed by any advertiser, i.e. to become a newspaper’s headline, and what’s more, having built up this feat in such a way as to convert it into an advertising event.We told everybody in Chile that headaches WERE OVER thanks to TAPSIN.Though this will sound incredible, we managed to convince the newspaper “Publimetro” – which circulates free of charge, which is published in 15 countries and abides by international standards – to grant us full use of its front and back pages for advertising purposes.To reinforce this feat even further, we staged a complete communications strategy strongly supported by the newspaper’s points of delivery, managing to have the country’s 5 open TV channels plus the main local radios to cover this news. In this way we accomplished to have several opinion makers speaking about TAPSIN and about this new and creative way of advertising a product. In short, we were able to capitalize and transform an idea – and a potent one by itself when viewed as becoming the headline of a newspaper – into a multimedia event that generated a loud “noise” in the marketplace, without additional cost for the client. Because for the first time ever a brand becomes a newspaper headline as well as front-page news.Because an already essentially powerful idea by itself, like being the headline of a newspaper, also became a multimedia action involving other media such as TV, press and outdoor, reinforcing and converting it into an advertising happening.Because it exceeded the boundaries of advertising to become the news item of the day and talked about by other media as TV and radioBecause all TV and radio coverage was free of charge, therefore maximizing our budget.Because opinion makers made comments about the idea and pointed out TAPSIN as the solution to headaches, thus granting an added value to our product.Because we generated an advertising “scoop” of sorts by communicating to all Chileans that “Headaches were over thanks to TAPSIN”Because we also gave a severe blow to our main competitor: Bayer ASPIRIN.Because now we can confirm that the message: “Headaches ARE OVER thanks to TAPSIN” reached 100% of the public.

The media team's contribution had achieved something never seen in the marketplace nor dreamed by any advertiser: to become a newspaper's headline. We told Chile that headaches were over thanks to Tapsin. Though this will sound incredible, we managed to convince the newspaper "Publimetro" which circulates free of charge, which is published in 15 countries and abides by international standards - to grant us full use of its front and back pages for advertising purposes and that our product Tapsin Tablets, an analgesic to treat headaches, took over the front page and became the news item of the day.