Execution

We were asked to launch a new vitamin called Neurogen-E, marketed to senior adults suffering from nerve damage. Symptoms of nerve damage included a sensation of numbness, a sensation of thickness, and of prickling in the hands. ‘Nerve damage’ was hard to understand and imagine. The answer was to reframe the problem as Nerve Aging, and to define its key three signs: A feeling of numbness, thickening, and prickling in the hands. The Neurogen Tactiles is a specially designed mahjong game set where the tiles only had engraved etchings and no paint, making it hard to read the characters. Mahjong is usually played by older women, where they usually run their fingers underneath a tile to try and “read” it before flipping it over. It was a natural instrument to choose when we wanted to educate senior adults about the dangers of Nerve Aging.