Winter is more than just cold… it’s cold season! And that means A LOT of time indoors. Time that’s so boring, it’s almost worse than being sick in the first place. Fortunately, Panadol–a children’s ache, pain and fever reducer–decided they could help cure that problem as well.
By partnering with PLAY-DOH, we crafted a promotion that let each Panadol-carrying pharmacy give away a free pack of PLAY-DOH every week, giving kids something enjoyable to help pass the time. But the fun didn’t stop there. Instead, Panadol created their own cheeky, PLAY-DOH penguin named Pete.
And boy was Pete a hit! Starring in his own online mini-series, Pete enjoyed all types of shenanigans. The buzz? Mums and their kids loved him! And before long, shoppers were flocking in-store to stock up on Panadol. Only this time, they got to do it with less sniffle and a lot more smile.
RESULTS SNAPSHOT
Over eight weeks, Penguin Pete drove:
- 30,774 Click Throughs (the most ever for our client)
- 5,431,702 Impressions (ditto)
- A 35% increase in display compliance over average campaigns
- Happier, Healthier Kids
But first, we had to amplify the promotion. We did this by creating an animated Play-Doh character that personified playtime, a cheeky Penguin called Pete. Pete the Penguin starred in his own mini-series of short skits, we pushed them out across Facebook and got Mums and their kids watching, which drove them back in-store to win their own year’s supply of Play-Doh when they bought Panadol. Penguins are way cool.
Children’s Panadol – Pete the penguin ‘First Flight’ from Clive Blackstone on Vimeo.
Children’s Panadol – Pete the Penguin ‘Soccer’ from Clive Blackstone on Vimeo.
Children’s Panadol – Pete the Penguin ‘Sneeze’ from Clive Blackstone on Vimeo.
