We reassured citizens that Tapsin was there for them during this historic time. Our platform for national news coverage: “Tapsin: The best choice for Headaches”.Journalists camped at election-related areas, tallied surveys, poll results and broadcast debates. Candidates casting their votes, the most anticipated and publicised campaign picture.

Tapsin was also at voting centres, with branded T-shirts/caps for voters, workers and crew; a welcomed relief from summer’s sun – and visible on news coverage. Tapsin-branded microphones interviewed candidates.

TV spots mimicked the President’s address: “best candidate and the best choice for headaches”.Newspaper messages resonated with consumers quenching their thirst for all things election.Ironic-toned TV, press and radio messages sympathised with consumers: “Would you have to return from the beach to vote?”, “If the headache passed to second round...”.On news sites, pop-ups referenced the pain while voting on vacation, only to be suddenly eradicated by the power of Tapsin.

In a time of overwhelming stress, we took away the headache so consumers could get on with their civic duties.

• Tapsin remains committed to relieving consumers with 100% SOV• First analgesic in TOM (27.8%, +11% vs. pre-campaign) • Perceived as best first brand (4x times better than Aspirin)• Tapsin is “Close to Me” 32%• A proven leader, Tapsin “won” election media presence and maintained category leadership• Free branded TV presence reached 1,808,729 (68.5% of population)• 540 seconds of free exposure worth $16,800, but priceless connection with the nation