The dutch 50+ consumer, whilst normally very active in their everyday lives, still suffer from stiffness and joint pain as they get older.

Voltaren Emulgel, with their brand pay-off ‘Movement is fun’, relieves pain and helps senior people to move without pain.

So we ‘literally’ showed senior people that movement is fun; by letting them move, dance & do exercises, as we carry out the brand position for Voltaren Emulgel in the Dutch market.

Via a locally designed 360 degree activation centered around the Netherlands largest senior fair, THE 50+ FAIR, we combined both in-store activation (A.S Watson Stores) and live training sessions to get people enjoying movement again.

Voltaren Movement coaches (professional physiotherapists) demonstrated and gave advice on how beneficial and easy a 10 minute training session at home could be – by literally let them move with us. Pharmacists were also on hand to answer any questions.

We created added value for the Voltaren target audience in the Netherlands, by educating, demonstrating and experiencing that movement is fun. Sales as A.S Watson stores increased by 28% (Nielsen, P11). As a direct result of our campaign, showing our strength of audience insight.

As well as results exceeding benchmarks, 87k fair visitors saw our stand & 7,5K visitors came into face-to-face contact; participating in our sessions and enjoying our goodies or sales at the fair. 730 senior people joined our movement sessions and interacted with Voltaren for over 10 minutes.

Next year, we will expand our Movement is fun strategy, to go beyond and build the brand to the next level.