Panadol, part of the GlaxoSmithKline group of companies, has taken a more adventurous route in its latest marketing push. What makes it special more so is that the marketing includes a slightly older set of audiences, and the messaging is around joint pain. Panadol has essentially turned eight hours of joint pain relief into a mini eight-hour vacation.
The campaign for Panadol Joint, created by Grey Dubai, offered a handful of joint pain sufferers over the age of 45 the opportunity to go skydiving, rock climbing, kayaking and much more. All were given a pack of Panadol Joint, an itinerary for their eight-hour vacation and a mix of accessories.
#My8HourVacation is set to open up to a wider audience as a social media competition across the UAE, Lebanon and Saudi Arabia.
Project: 8-Hour Vacation
Client: Panadol Joint
Agency: Grey Dubai
Executive Creative Director: Vidya Manmohan
Regional Account Director: Dzila Dik
Account Manager: Minal Siyal
Creative Team: Athina Lalljee, Khaled Ibrahim, Omaima Saad
Production Agency: Hogarth
Production House: Phoenix Films
Social Media Agency: Wunderman
Media Agency: MediaCom