Client: Bayer
Brand: Buscopan
Campaign: Twisted Christmas
Objective: Raise awareness of IBS remedy Buscopan and achieve double-digit growth over the festive season.
Insight: IBS pain is often exacerbated by the overindulgence of the Christmas season but 38% of sufferers admit they don’t know what remedy to use for gastrointestinal problems.
Idea: A striking multi-channel creative designed to resonate with sufferers with attention-grabbing festive metaphors to portray how people with IBS feel when pain strikes.
Mixed media including high impact digital out-of-home formats were used at key train stations combined with smart digital targeting to capitalise on the 13 million additional journeys on public transport over the Christmas period.
Over 60m impressions (exceeding our 40 million KPI) and a reach of 26m.
Brand market share rose +4.7 points during the campaign.
Ad recall with social media brand lift studies showed a 7-percentage point increase.
