The overriding objective was to breathe life into a declining brand. By exploiting the topicality of the congestion charge, the brand proposition could be put before consumers in a relevant and entertaining way. They reacted as we would have wished. Sales in London were 10% up on the national average and vox pops amongst young people 'on the move' showed they were happy to use it on a daily basis.

The idea to exploit a huge topical opportunity that could be made wholly relevant to the Vicks brand was entirely down to the media team. It realised that the word 'congestion' had become a much-talked about one in London during the winter of 2002-3. Not just because blocked-up, congested noses are a perennial winter problem but because in February 2003 a congestion charge was being introduced to ease traffic in Central London.

It's the topical nature of the media thinking that makes this submission special. Here was a one-off opportunity for the brand to own the word, 'congestion'. The idea was to use 'outdoor' media, in and around London's overcrowded transport system. This made perfect sense in view of the portability of the inhaler, a product for people on the move. So the advertising appeared in tube and train stations and on bus sides. That the decline in sales was turned around in London, the only advertised area, shows the value of the idea.