Background
Whilst Voltarol was already a renowned brand for being the best in relieving back and joint pain, GSK aimed to transform that awareness into increased consideration, as well as wanting to boost existing perceptions surrounding quality of product amongst a target demographic of 35+ adults.
Voltarol launched their new 'Smile' creative, which claims that 1 in 3 people hide their pain behind a smile, encouraging them to use targeted anti-inflammatory muscle and joint pain relief - the message promoted Voltarol as embodying the ‘joy of movement’.
Plan
GSK bought into an ABC1 Adults AGP to access demographically relevant films such as Wicked Little Letters, Back to Black, Civil War, and Monkey Man. Alongside this campaign ran across multiple media channels, including Meta, YouTube, and OOH.
Results
Exposure to the Voltarol ad in the attentive and engaging environment of cinema helped improve Voltarol's core metrics.
Almost 90%
prompted awareness amongst those exposed via cinema.
61%
were ‘Very’ or ‘Extremely Likely’ to consider Voltarol, a +7% uplift vs. control.
30%+
claimed they intended to use or purchase a Voltarol pain relief product.
