Cannes Lions

DRAMAMINE

J. WALTER THOMPSON MEXICO, Mexico City / JOHNSON & JOHNSON / 2015

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Overview

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Credits

OVERVIEW

Description

Dramamine, the #1 brand in motion-sickness relief, asked us to create an ad for the Easter Holidays that communicates the benefits of taking Dramamine when you're about to travel.

The client asked us to come up with a regular print for the magazines on airports, central bus stations and seaports. Instead of that, we came up with something much simpler and more powerful: we create a sickness bag. Bottomless

So, we did and activation on these touch points and gave our target this new kind of motion-sickness bag, a funnier one. Letting them know that if you take Dramamine, there is no longer need for a regular sick bag.

Execution

Ok, we wanted to use the motion-sickness bag, but how?

We didn't want to just place an ad on it, so we conclude that if you took Dramamine before the trip, you only want to have fun while you get to your destination. That's why we redesigned the traditional bags and made puppets, superhero bracelets, sudoku puzzles, daily crosswords and different games instead.

Outcome

Between the two Easter holiday weeks, the sales increased up 8% where the action was implemented (Mexico City Airport, Central Bus Station, and Cancun seaport).

The final results are going to be defined at the end of 2015, when the action finishes.

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