Brand Experience and Activation > Use of Promo & Activation
FAST FOOD
GREY MEXICO, Mexico City / GLAXO SMITH-KLINE / 2011
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
A lot of people know that TUMS is a chewable tablet that relieves heartburn, but they don’t think of it as FAST. That’s why they tend to use “stronger” solutions they have at home. We were asked to let people know that TUMS works fast, right when they need it.
Effectiveness
A lot of people realised that whenever greasy food is delivered to their homes and stomachs, whenever heartburn attacks, TUMS will be there to save them fast, right when they need it.After activating directly to more than 8,000 people, there was a dramatic increase of sales in the areas where the promotion took place, and several sellers simply ran out of it. The perception of TUMS as a fast heartburn reliever increased 23% and the client has adopted the idea to be further applied in several countries.
Implementation
We took advantage of our worst enemy: Fast Food. A special troop of TUMS agents went to fast food restaurants and waited until the deliverers went out to deliver the greasy food. Our heroes chased them on motorcycles until they got to their destiny and left a trial of the precious antidote against heartburn, right at the moment that people are going to need it, with an important message: “TUMS ACTS FAST RIGHT AFTER YOUR FOOD”.
Relevancy
The brand needed to talk to instant relief seekers who eat greasy food at home. So, what better moment to do it and leave a sample than right when they were going to need it?After doing some branding on the streets by chasing the fast food deliverers, our team of motorcyclists went into the perfect personification of the product. They acted right after the greasy foods, just like TUMS works. In this fresh way of promoting, we took advantage of the heartburn causers, demonstrating and communicating just what, when and to whom it was most relevant for the product.
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