Cannes Lions

SINUTAB DECONGESTANT DRINK

JWT CARACAS, Caracas / JOHNSON & JOHNSON / 2010

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Overview

Entries

Credits

Overview

Execution

When the idea came up, we decided to include a camera on the billboard that would be transmitting the traffic situation live on Internet, so people could avoid the traffic jam in the area. The idea was to establish a link between traffic congestion and nasal congestion. We successfully combined the billboard with a digital media, inviting the drivers to interact with the advertising.

Outcome

The Sinutab hot drink presentation jumped from 17% to 20% of Share Of Market at the end of the year, strengthening Sinutab's leadership in the market. The average time at the site interacting with our brand was 1 min 39 sec per visitor.

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