Panadol Actifast: Tag your moment

July 11, 2010Filed under Online and Health, Beauty, Pharmaceutical

It's my moment, it's my choice

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With Panadol Actifast, you’ll never miss a moment. The brand promises quick relief so you can enjoy your life. So how can Actifast engage a potentially uninterested digital consumer with this message? Minus big budgets or tactical activity? By tapping into Facebook culture. Facebook users love tagging photos with names of friends and family. What if Panadol could make tagging more fun? Tag your moment is a branded application that users access via Facebook or a microsite. They choose their Facebook photos and tag them with fun icons, animations, music and more, creating mini animated stories. These branded moments are then shared on Facebook, blogs, twitter, etc. Actifast translated its brand promise of enjoying moments into an experience effortlessly. By leveraging a popular user behavior and enhancing an activity that users already enjoyed, the brand created advertising within the right context for the right audience, and benefited from a halo effect.

Advertising Agency:Memac Ogilvy & Mather, Dubai, United Arab Emirates
Executive Creative Director:Till Hohmann
Creative Director:Preethi Mariappan
Art Director:Rafael Guida
Copywriter:Melanie Clancy
Flash Developer:Sarabjeet Singh
Web Developer:Muhammad Baqir, Mohammed Sayeed
Additional Credits:Sarah Friswell
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