May 2009 BAM - Nurofen

"Our objective was simply to drive awareness of the Nurofen Zavance with a special focus on making an impact during the launch phase of the campaign. Yahoo!Xtra was the ideal platform to facilitate the launch of this product because of its high index against household shoppers and it's eye catching creative solutions." added Jack Flewett, OMD Digital.

What better way to represent the faster absorption benefits than to have a racecar drive across the screen, pushing news content aside as it tracked across the Homepage screen to reside in the Premium LRec (300x250) position. See it live here

The OTP creative was consistent with the TVC and so provided an effective online touchpoint for tv viewers, as well as incremental audience reach to the Y!X website community.

Frequency-capping the ad at one ensured visitors didn't have their news overtly disrupted throughout the day and after one view, a modified version continued to run within the LRec position. For more information on rich media executions – within spec or bespoke, contact your Y!X Account Manager.

Credits

Reckitt Benckiser
Suzanne Yee - Brand Manager.

Euro RSCG Sydney