BACKGROUND.

Bengay is a topical pain reliever that has been around for 100 years. Because of that, the brand faced a challenge of appealing to younger generations.

THE ASK.

To create an ad experience targeted to athletic youths.

MY ROLE.

I was the Creative Director on this assignment. I also art directed the case study video below.

MY PROCESS.

Fitness fanatics know that nothing is more gratifying than reaching that new goal. And many exercisers carry their smartphones as fitness companions. Knowing this, we wanted our audience to start associating Bengay with the gratifying pain that comes from a hard workout. Tapping into reward-based technology, we were able to reward our audience everytime s/he completed a hard work out. And what better reward to a fitness fan than music for them to work out to.

THE RESULT.

This campaign was wildly successful. The ad was 15 to 24 times more effective when compared to category benchmarks. The campaign drove a 70% lift in ad awareness – 24 times higher than consumer packaged goods benchmarks Message association back to the brand’s “Cold Pain Relief” creative increased by 39% — 20 times higher than benchmarks. Brand favorability also increased by 32% — 16 times higher than benchmarks. And the always-elusive and very important purchase intent metric rose by 38% — a full 19 times higher than CPG benchmarks. Through this unique mobile campaign, Bengay found a way to own moments that mattered most, and connected with younger audiences in meaningful ways. And thus, a newer and younger relationship was born. Launch video