| Title | VIRAL SNEEZE |
| Brand | BAYER |
| Product / Service | REDOXON |
| Category | B01. Use of TV & Other Screens |
| Entrant | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Idea Creation | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Production | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | JWT Singapore | Chief Creative Partner |
| Minzie Liyu | JWT Singapore | Creative Director |
| Aarti Nichlani | JWT Singapore | Creative Director |
| Gaurav Lalwani | JWT Singapore | General Manager |
| Heeru Kishnani | JWT Singapore | Business Director |
| Hasheer Aslam | JWT Singapore | Junior Art Director |
| Apeksha Joshi | JWT Singapore | Senior Account Manager |
| Gina Tan | JWT Singapore | Print Producer |
| Jeslyn Tan | SMRT | General Manager |
| Vishant Tejwani | JWT Singapore | Senior Producer |
| Gwee Weiwei | JWT Singapore | Producer |
| Moritz Wagner | JWT Singapore | Editor & Assistant Producer |
We wanted to bring alive the fact that a sneeze can have a contagious effect up to 25 feet away. However if you boost your immunity you can stay protected. To do this we showed a person on one screen sneeze. As passers-by walked past, they could see that the person in the next screen started sneezing and the contagious effect passed on until a person who boosted her immunity regularly didn't catch the bug. It underlined that prevention is better than cure and people should protect their immunity with the right supplement before catching cold.
We wanted to bring alive the fact that a sneeze can have a contagious effect up to 25 feet away. We showed a person on one screen sneeze. As passers-by walked past, they could see that the person in the next screen started sneezing and the contagious effect passed on until a person who boosted her immunity regularly didn't catch the bug. This execution required a lot of behind the scenes work to synchronise the images and sound on the 6 screens. Once that was done, all 6 screens worked in synchronicity to bring alive 1 idea.
Close to a quarter of a million commuters pass through this walkway. So we were guaranteed that about a quarter of a million people, who were a primary target audience on account of them being in indoor confined spaces, would see this message. The fresh creative idea also set the stage for earned media through PR coverage and shares on social media.
We have used Media in an innovative way by using 6 screens to bring alive 1 idea. All screens need to work in a synchronised pattern to bring alive the fact that 1 sneeze can have a contagious effect up to 25 feet away from the person who has sneezed.
We are most at risk of catching colds when we are indoors and there's a high volume of people around us. So our choice of media was the Orchard Road MRT - Ion underpass. It linked the train station with the highest traffic to the shopping mall with the highest footfall. A large portion of the over 3 million daily train trips in Singapore take place through this train station. This would spread awareness of our message to those who were in most danger of having their health compromised. Having over 20 pharmacies and healthcare shops like Guardian and Watson's in close proximity helped not just spread awareness, but also increase sales.