The Brief

Given that Naproxen Sodium Skelan (220 mg) is a new entrant in the over-the-counter arthritis relief medicine category targeting arthritis pain sufferers aged 45 and above, the objective was to grow market share from an opening 0% to 5%. Part of the goal was to rise above the media clutter through non-traditional means. The strategy was to use the brand as an enabler of the “can-do” attitude that Skelan’s creative handle “Ayos na ang buto-buto” (My joints are alright! / Everything’s alright!) promotes, and also to get arthritis pain sufferers to experience the brand’s benefits.

Creative Execution

As part of their lifestyle, Arthritis sufferers aged 45 and above, mostly retirees, gather around neighborhood churches after Sunday masses for various church-related activities (90% of Philippine population is Catholic). Rising above the clutter, we were able to identify an untapped environment where the retirees converge: we know they go here relaxed and receptive; hence we created activities that were exciting and beneficial to these arthritis sufferers. Target market also bases brand preference from experience and trial, making it a truly effective medium.

Describe the creative solution to the brief/objective.

We pioneered nationwide Sunday after church dance exercises dubbed “dancercises” (dancing to the tune of Skelan’s chart-topper exercise song “Ayos na ang buto-buto!”) on church grounds with physical therapist-consulted moves and medical consultation for seniors, additionally we were able to generate trial through massive brand interaction. This was implemented on a nationwide basis.

Results

Skelan garnered an 8% increase in market share (units) ending 2008 as compared to having just 0% the previous year, outdoing marketing objectives of 5% market share growth for that period. Brand experienced a surge in drugstore sales’ monthly growth average from -50% to 215% from the pre-launch period of May-August 2008 to post campaign period of September to December 2008. An estimated 22,582,500 churchgoers (est. 225,825 churchgoers per Sunday) was exposed to the brand and had a chance to experience it.