Results and Effectiveness

Awareness: • 85% of respondents exposed to Strepsils ads were aware of its USP and that it was the sponsor of DJ Hunt! • 444,960 contest microsite page views! 2.5x ABOVE target Engagement: • More than 600 participants: 2X the projected number of participants! • 710K online votes throughout the contest • 19,000 SMS votes • More than 1,000 Facebook & Twitter shares • 14,000 views of online commercial Active Consideration: • More than 70% interviewed said they had intention to try/purchase Strepsils. Gross Media & PR Value and Adlibs from DJs: • $1mil or 8.6X the value of investment!

Creative Execution

Big Idea: “So You Wanna Be A DJ!” • A first-ever search for the next big radio DJ across 4 language radio stations (98.7FM, Yes93.3, Ria & Oli), was created, via a weekly one hour reality show LIVE on-air • 32 DJ hopefuls were selected via a walk-in audition. • Finalists were tested on aspects of being a DJ, with a weekly elimination voted by consumers • Radio capsules and trailers delivered strong product messaging and association of Strepsils with the activation. • On-ground branding during audition and finale increased awareness • Live radio shows where real DJs and contestants consumed Strepsils and educated listeners about its USPs. • Title ownership: 1x “Strepsils Most Soothing Voice” winner per station. During the showdown: • 2 finalists per station did a final “Voice-Off” • They underwent a “STAR Interview” live test where they interviewed a mysterious guest who was unveiled on that day! • Only 1 DJ per station emerged as winners!

Insights, Strategy and the Idea

The Challenge/Communication Goals • Strepsils competes in a low involvement category where brands are perceived as undifferentiated “mint sweets”. Consumers did not know it was a medicated lozenges which made justifying the price premium difficult. • Engage and educate consumers on the USP - its medicinal properties and efficacy as the first-aid for sore throat, to distinctively position it above competition. • Drive active consideration. Consumers need to be clear about the difference they were paying for. Media Strategy Insights: • Our target audience do not really think about the “health” level of their throats consciously unless a sudden need arises (i.e. when they need their voice to perform a specific task). • Providing them a strong motivational trigger to start paying more attention to their throats is critical to campaign success The Strategy: • To give the opportunity to be famous. USING ONLY their great voices and personalities.