The Brief

The breif was to create awareness that Iodex is a specialist backache balm in a memorable way to existing customers and new customers.

Creative Execution

Iodex identified that most people having backache will find it difficult to bend to reach for groceries on the lower shelves and offered assistance in a unique and interesting way and by doing so communicated that Iodex is a backache specialist.

Describe the creative solution to the brief/objective.

We launched a supermarket on-ground promotion/activations with the help of ‘little people’ (dwarfs), who wore Tshirts and distributed leaflets informing customers to ask for help if they found it difficult to pick items from the lower shelves. Shoppers suffering from backache welcomed the assistance offered by the Iodex team who could reach for items on the lower shelves relatively easier than the rest of us.

Results

By providing assistance in an interesting and relevant manner the Iodex team was also able to sample products and help induce trial and push sales at the supermarkets and also gain top of mind awareness.