Digestive problems are incredibly common in the UK but when it comes to indigestion and heartburn consumer confusion prevails. Although both can be suffered simultaneously, they are in fact different conditions.
To help consumers understand the differences between the two, and make more efficacious treatment choices, the marketers at Reckitt Benckiser wanted a creative yet informative website for the Gaviscon brand, that would bring the conditions to life by using animations consumers would relate to.
A creative site was designed with consumer empathy in mind. Content was specifically written by carefully chosen authors and interactive educational animations were developed, that really helped drive the differences in the conditions home. All of it was designed to dovetail the overall marketing campaign theme, with characters from the advertising campaign depicted on the site too.
Competitions were negotiated with appropriate partners and display advertising – using the same characters as in the general media campaign – were created in the form of banner ads..
The site proved so successful that the digital strategy was rolled out through other markets.
Competitions alone generated 52k entries, and 73% of those survey entrants said they would now choose Gaviscon as their treatment of choice following the information they had gleaned from the website.
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