Cannes Lions

PRILOSEC HEARTBURN MEDICATION

MEDIAVEST USA, New York / PROCTER & GAMBLE / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

To help set the party up and keep it going, we created the Prilosec OTC Online Bunco & Social Community on MSN, which proved fun tips, articles and games. But because the Bunco experience is much more than just a game, we equipped the site with the first-ever online vocal chat during game play, creating an online atmosphere reminiscent of a Bunco party at a friend’s home. We also founded and produced the inaugural Bunco World Championships on Lifetime, so women could meet the masters of the game, and learn their back stories of work, family, and life. Prilosec OTC’s purple branding dominated both executions, even the colour of the dice, serving as a constant reminder of the product’s ability to free women to enjoy themselves.

Outcome

Sales and trial +7%, awareness and purchase intent was 5x the CPG average. Brand loyalty +2% . Online players averaged 45 minutes playing and chatting, 6x MSN Games’ average. 550,000 unique players have played online in 5 million games—over 250 years of time! 814,000 people watched the Lifetime Television event.

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