To make any kind of ad or action on the traditional and non-traditional channels, it has to be approved by COFEPRIS, the comission that regulates Healthcare and Pharma marketing to protect consumers.

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.

To increase awareness and sales on this three particular touch points: local airports, seaports and central bus stations.

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.

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.

The magazines on board are filled of ads, and people usually don't like to read them.

What can we used instead of the traditional channel?

A motion-sickness bag is always present while you travel, it is given from the staff or is placed in front of the passengers seats, so, it's an item very natural for the travelers. That's why we used it as a new communication channel.

Thousands travel every day. No matter if it is by bus, plane or boat, a large percentage of them suffer nausea, and dizziness, because of the movement.

How to take advantage of this moment to communicate that Dramamine is the fastest and most effective solution against motion-sickness?