Case study: Adshel makes the most of the cold

Adshel has released two case studies featuring innovative campaigns for clients:  

The announcement

As the thermometer drops the number of innovative Create campaigns has been steadily increasing with many advertisers turning to Adshel for ground breaking ideas to engage and surprise audiences.

Standout campaigns include Nestle’s Butter Menthol EL and Liquid and GlaxosmithKline’s Panadol Cold and Flu dispenser.

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Nestle, Singleton, Ogilvy and Mather and ZenithOptimedia were looking for a creative and innovative way to highlight the liquid centres in their new Butter Menthol lozenge.

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This resulted into an outdoor campaign combining eye catching Wraps as well as EL Paper and Liquid.

For the first time, a water tank was fitted into an Adshel panel, allowing the water to drain in and out, really delivering on the objective to demonstrate the lozenge’s fluid centre.

In addition, Butter Menthol’s iconic scarf was available as a giveaway for commuters and passers-by, emphasizing the branding exercise as well as the product’s throat-caring effect – definitely never seen before in outdoor advertising! GlaxoSmithKline along with creative and media agencies Singleton, Ogilvy and Mather and Maxus approached Adshel after pleasing results in 2009 to come up with a solution to demonstrate Panadol Cold and Flu’s ‘Instant Winter Relief’ to the commuter audience in the environments most likely to induce the winter blues – the journey to and from work.

The solution was an Adshel first – a dispenser built into the Adshel panel, providing Panadol branded heat packs to literally make the consumer feel warmer towards to the brand.

Source: Adshel press release


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