Buscopan is a healthcare product which relieves painful abdominal cramps, including those linked with irritable bowel syndrome (IBS). It does it by reducing the wave-like contractions of the muscle in the walls of the stomach, bowel and bladder.

Although 10% of the population suffers from IBS, the disease is unknown in a large part of the population. People don´t know which are its symptoms and causes. For Buscopan, it´s key that people are educated about IBS and its treatment to improve their quality of life.

The goal of the campaign was to raise awareness about the product in the UK, breaking the negative perception of stomach diseases and showing the direct connection on how emotions can be the cause of abdominal cramps.

To make sure the brand would be noticed, we hacked an unconventional environment for a healthcare brand: the fashion world. Using both its visual codes and media placement.

The hyper-targeted contextual campaign reached 5 million total impressions, with 1 million being from OOH displays. This impact increased the website traffic by 35% while the campaign was live, raising awareness about the product and the disease.

During the campaign period, the brand conversation grew up to 80% in the UK, with 8 times more comments in Social Media while Buscopan conversation worldwide increased by 20%.

The London Fashion Week is one of the biggest four fashion shows in the world together with Milan, Paris and New York. During the event, all media is focusing on designers' new creations and new trends.

In order to hack the event, the campaign had to follow the fashion codes while integrating our product in a natural and easy-to-understand way: recreating a fashion shooting. Using the same visual resources (models, photographers, stylists, lights...) but with models posing totally different than the usual fashion ones.

With those unusual poses, we grabbed people’s attention by making them read the text that links and explains the benefits of Buscopan for IBS sufferers, creating awareness of the condition and the product.