Central to its campaign is one of Johannesburg’s largest building wrap-arounds at 1 200m
2. Featuring Med-Lemon’s signature muscle man holding a steaming mug of Med-Lemon to give the impression of vapour emerging from a hot cup. It is a first for South Africa to add other elements (the steaming cup) to a building wrap with 3D effects.
This innovative wrap has been strategically positioned near the Nelson Mandela Bridge so that it is visible to all entering the Johannesburg CBD via Braamfontein. This includes traffic using the Nelson Mandela and Queen Elizabeth Bridges and commuters travelling to the busy Bree Street taxi rank and Park Station.
The high-profile building wrap forms part of a far wider 360° marketing campaign masterminded by GSK in conjunction with partner agencies, Nota Bene and Grey Worldwide SA.
“We’re focussing on how Med-Lemon is keeping South Africa warm, both literally and as a brand that is strong on relieving the symptoms of colds and flu that are inevitable during the cold winter months. The key communication objective is to entrench top-of-mind awareness of the strength and efficacy of Med-Lemon and ultimately, drive the brand as a treatment of choice,” explained Luvuyo Ngoma, Senior Brand Manager, Respiratory at GSK.
Once GSK and channel agency, Nota Bene, had developed the iconic Out Of Home concept, the agency approached specialists to join in and bring the idea to life by adding that 'wow' factor. “Hence the decision to go with a high-impact creative execution that will increase visibility for the brand,” said Sheila McGillivray, Executive Client Service Director at Grey Worldwide SA.
Grey Worldwide SA; outdoor specialist, Wideopen Platform; and Continental Outdoor Media, Africa’s largest billboard advertising company, faced a number of key challenges when formulating and executing Med-Lemon’s comprehensive plan, which also included high profile billboards; generic advertisements; and a television campaign with sponsorship of e.tv’s prime-time weather report.
According to McGillivray, this was an altogether challenging project for the Grey creative team. “The first challenge was finding suitable ‘shots’ of the muscle man to use for outdoor and then develop actual artwork for the 3D projections. It was exciting in terms of the ‘newness’ of the campaign/concept and knowing that we would be breaking new ground in South Africa.”
She pointed out that the above-the-line campaign leveraged global learnings which indicated the successful use of visual iconography to drive messages such as this home. “Nota Bene identified the outdoor campaign as a touch point for driving the strength / hard-working platform. It was decided to pursue this channel (including the steaming mug idea) following the success of a similar campaign run in Eastern Europe.”
“It’s always rewarding to be a part of breaking new ground in the SA media landscape. It relies on a strong collaboration between a media owner, the creative team, innovative strategists and a brave client” agreed Ryan Williams, Group MD of channel agency, Nota Bene.
Wideopen Platform’s Sales Director, Ryan Cohen, said this high-impact, highly-innovative application would create brand dominance and stature. "This is the first time that Wideopen Platform has combined a 3D installation and added an innovative element i.e the steam effect. We’re so excited about this campaign not only because of the innovation element but because it’s the first time that Med-Lemon has utilised the large format outdoor. It’s great to see creatives embracing the potential of large format outdoor media. We’re confident that the campaign is going to be a huge success."
In addition to driving home the message that Med-Lemon is the hard-working cold and flu fighter via the building wrap around, the marketing team has also ‘gone big’ on high profile billboards – or Super Signs - in Cape Town; Johannesburg; and Durban. These see the Med-Lemon man flexing his muscles at commuters and motorists.
This message is supported by ads flighted on Citilites and 48 sheets throughout metropolitan areas, targeting high traffic volumes.
Med-Lemon’s entire 360 campaign is aimed at LSM 4 to 10 consumers on the go. The Med-Lemon consumer bases are defined as those who are responsible for looking after their family’s health. They are seen as sensible and nurturing adults, who are active ‘treaters’,” Ngoma explained.
As part of its new positioning, Med-Lemon has also updated its packaging. All products feature a new font for the brand logo; a new and more modern cup; a glowing cross on the Med-Lemon icon; brighter colours; and better visibility of symptoms on the packs.
“The hard-working cold and flu fighter pay-off line emphasises the fact that Med-Lemon is a strong, serious and credible player in the cold and flu market,” Ngoma said.
In addition, a social responsibility programme will run in tandem with this marketing strategy. Med-Lemon will link up with non-profit organisation, MaAfrika Tikkun, to knit and distribute 10 000 scarves and other winter woollies to the poor. This winter, Med-Lemon is also encouraging the public to donate to the cause.
Click on the link to see how the Super Signs were put up -
http://www.tynago.co.za/videos/medlemon.wmv.