An Activation Proposal for

Agency Task

Create an integrated activation campaign for the new product launch of

Panadol Muscle & Joint Patch

The Objectives

• To introduce New variant of Panadol: Panadol Patch.

• To educate the usage & benefit of the modern patch of Panadol

• To induce trial of Panadol patch

• To further strengthen Panadol image as the expert in pain relief.

The Product

Product Benefit:

Panadol Muscle and Joint Patch provides efficacy, instant and long lasting muscle pain relief

that gentle on the skin.

Reason to Believe:

Panadol M&J Patch contains Glycol Salicylate in modern

hydrogel patch.

Panadol Pain Relief Patch

Keseleo Leher Kaku

Sakit Pinggang

Encok

Lebam Terkilir

Salah Urat

Radang Sendi

Target Audience

• SES ABC, M/F

• 25-45

• Urban, busy, active lifestyle

• Experience of muscle and joint pain

• Topical analgesics user

What Do They Think?

Using patches in public is not cool at all. I often get

mocked by my peers

I know using patch is waay simpler and effective. But I only wear it when i have

nowhere to go

Muscle and Joint discomfort happens

anytime, even at work

If only, theres a patch without the odors and the

humiliation. Perhaps i’ll wear them everywhere!

As it happens, I usually applies muscle cream or balm. But

the smell bothers me.

But I can’t stand the heat and the rash that comes

with it. Some patch are just too strong for me!

The Problems

• Once we make it acceptable, what can we do to induce trialship?

and..

• How do we change the perception, what can we do to make patch acceptable for the urban lifestyle?

First..

LET’S SPREAD THE PATCH

TREND !

Patch IS the New Black!

• Give live example on people that are not ashamed to wear patch in their daily activity

• They wear it as if it is a fashion statement

• Not afraid for the patch to be visible to public

• Objectives: generate talk of the town

• Those Patch Icons (combination between celebrities and paid attractive man and woman) will conduct their daily activity in:

• Office Building

• Sport venue / event

• Hang-out spot (Clubs & Cafes)

Panadol Patch Icon

Sport Venue Office Building Hang-out Place

Spread the Words!

Objectives:

• Highlighting the Patch Wearing trend and Spreading the buzz to wider audience

Mechanism:

• Utilizing candid-like videos and photos of the Patch Icons (uploaded on Youtube)

• Create a conversation on famous on-line forum (Kaskus)

• Blow-out on Social Network (Twitter)

Viral Editorial Example

• User 1: “Gokil nih cewek, cantik-cantik clubbing pake koyo! Ga ada malu-malunya lagi. Dia ga sadar gw videoin, cekidot gan!”

• User 2: “Iya gan, ane juga semalem ngeliat tu cewe di Dr*g*n Fl*, masih pake koyo dia! Tapi kok cuek aja yah? Emang anaknya asik bener, ni gw foto diem-diem.”

• User 3: “Kayanya lagi musim deh nih pake koyo kemana-mana, tadi dikantor ane ada cewe cantik pake koyo juga gan, ane sangkain cewe yang ini, tapi ga mirip *shy”

• User 4: “Tadi di TKP car free day juga ada yg pake koyo juga gan! Apa sekarang lagi nge-trend yah? Ah ane juga mo ikutan ah, mumpung paha ane ketarik gara-gara gowes seharian”

Now that Patch

Is Trendy

It’s Time to ACTIVATE

our Product and Consumer!

Creating The Needs

• In order to induce product trialship, first we must remind the society about the danger of muscle and joint pain and how it can strike at any time

• Showing them facts from activities done in their everyday life and how they are very prone to muscle and joint pain

• After being aware, we offers them the promise of living a worry free life from muscle and joint pain because Panadol patch will always be around should the pain occurs

Activation Theme

A series of activities that aims to attract the target audience to live a worry-free life from the threat of muscle and joint pain

in their daily life

Consumer Launch

Hidup Bebas Nyeri Launch

Tools:

• Nyeri Facts Man

• Flyering Girl

• Interactive Flyer

Objectives:• Roll-out the campaign• Generates massive campaign awareness• Discreet product sampling

• Conduct PR event at the town’s busiest street during the peak hour traffic• Will be done simultaneously in Jakarta,

Bandung, and Medan

Nyeri Facts Man

Nyeri Facts Example - Road

NAIK MOTOR BERJAM-JAMBISA BIKIN

PUNDAK

PEGEL

DUDUK DI MOBIL

KELAMAAN BISA BIKINPINGGANG

ENCOK

KESERINGAN NENGOK KANAN

BISA BIKIN

LEHER KAKU

Hidup Bebas Nyeri Girls

• Distribute flyers one-by-one to each passing cars

Interactive Flyer

• The flyer contains shocking Nyeri facts and brief product knowledge

• Provide interactive mechanism, in order to ensure people don’t throw away the flyer after they read the message

• The flyer contains invitation to join the ‘Hidup Bebas Nyeri’ campaign to get a product sample (discreet sampling), or if they are lucky, they can also win exciting prizes as the reward

Microsite

Microsite Flyer Mechanism:

• Visit www.HidupBebasNyeri.com

• Insert the unique number on the flyer

• Fill in Database

• Play the Hidup Bebas Nyeri on-line games

• Win the prizes

• Product samples and prizes will be sent directly to the given address

• This Microsite will be used the Hub for all of On-line activity

• Provide deep product knowledge

• Can be connected to the brand’s social network or existing website

Landing Page

Front Page

Fill Your Lucky Number

Consumer Database

Panadol Patch: The Game

• Objective: educate the brand message to the audiences in a fun and interactive way

• The player will choose a character of male/female, and their role is to supervise daily activity that happens in the scene

• for example: In office, they have to assign the job to the workers, and look for if they got a muscle pain and have to give panadol to them

• There are 3 scenes:

• Office

• Road

• Hang Out Place

The Office Activation

Objectives:• Be were the target audiences are• Educate the consumers• Induce sales through product experience

• Office activation roadshow in 10 office building in Jakarta• Due to lack of office building in Bandung

& Medan, the roadshow will also visit the town’s Hang-out Places

Tools:

• Nyeri Facts Man

• Touch & Feel Booth

• Product Package

Sandwich Man

Nyeri Facts Example - Office

KEJEPIT PINTU LIFT BISA BIKIN

SALAH URAT

SEHARIAN DUDUK DEPAN

KOMPUTER BISA BIKIN PINGGANG

ENCOK

NGEJEPIT TELEPON DI LEHER

BISA BIKIN

LEHER KAKU

Touch & Feel

Office Booth

Office Booth

Product Package

The Sports Venue Activation

Objectives:• Attract more target audience• Educate the consumers• Induce sales through product experience

Tools:

• Nyeri Facts Man

• Panadol Nyeri Patrol

• Touch & Feel Booth

• Product Package

• Visit regular sporting venue that have many audiences: Futsal, Car Free Day, and Sunday Morning Aerobic venues• Giving product samples to people with

muscle and joint problems

Sandwich Man

Nyeri Facts Example - Sport Venue

SALAH NENDANGBISA BIKIN

KAKI

TERKILIR

DUDUK DI SEPEDA KELAMAAN BISA BIKIN PINGGANG

ENCOK

KURANG PEMANASAN BISA BIKIN

SALAH URAT

Panadol Bebas Nyeri Patrol

• Attractive Man and Woman using inline skate

• Will patrol the sport venue, looking for target audiences in need of treatment for their Muscle & Joint problems

• Give product samples

• Ask the trialist to make a video testimonial on the instant effect they’ll get when using the Panadol patch

Mobile Booth

Car Branding

• Objective: Create evangelist to spread the product benefit

• When doing activation, we are going to record people responds after they experience the product

• The video will be updated to the website and blasted through other social media

Testimonial Video

Hidup Bebas Nyeri TestimoniPanadol

Ayo Bergabung dengan mereka yang telah

Testimonial Page

On-line: Twitter Party

Objectives:• Create engagement between the brand

and the consumers

• Held once every two weeks, ask people to discuss a topic related to the product• Example: Ceritain pengalaman kalian

waktu nyeri otot• Using the #HidupBebasNyeri hashtag• The best comment will win exciting

prizes

In-Store

In Store Dress-Up

Objectives:• Create brand visibility in channels• Induce sale through experience

Tools:

• Special Display

• Touch & Feel Table Top

• POSM

• Dress-up in key strategic outlet• To ensure outlet’s push and pull

In-Store Dress-Up

Touch & Feel Table Top

In Store Activation

Objectives:• Create brand visibility in channels• Ensuring sales

Tools:

• Touch & Feel Booth

• Hidup Bebas Nyeri Girl

• Weekend activation in key strategic outlet• Induce sales through product experience

In-Store Activation

Internal Launch

Internal Launching

Objectives:• Launch the product internally• Showing the retailers all the product

campaign plan• Make them wanting to stock product

Tools:

• Play of Hidup Bebas Nyeri Campaign

• Launching Sequence with Hidup Bebas Nyeri dancers

• The campaign presentation will be made in a entertaining Play• Show the retailers all the support

provided for the product

Hidup Bebas Nyeri Play Script

Mr & Mrs Maselpein are husband & wives who often

suffers from Muscle & Joint pain

1. Mr & Mrs Maselpein went to

the club and find people are using

patch in the club

2. The next day, when they are cycling they see people are using patch

3. On their way to the office, they

find a facts man in the street

5. When they go home, they find another funny looking facts man

6. While going home they look at twitter and people are discussing the #hidupbebasnyeri

7. They look at the web and find out the new product which is Panadol Patch M&J

and...............

4. In the office, all of their friends

are playing with panadol game

Product Launching Sequence

Internal Launching

Internal Launching

Internal Launching

Timeline & Budget

Campaign Timeline

Cost Estimation

Will be submitted in excel sheet

Ayo