During the spring I spent on staff as a copywriter at MOJO Ad, my team and I created a fully integrated, digitally based campaign for BENGAY. The 3 MOJO Ad teams presented their campaigns to BENGAY at the end of the semester, and the client selected our team’s campaign as the winner.
In order to make the product appealing to the youth and young adult market, we zeroed in on the universality of pain, exhaustion and stress and the necessity of “me time.” Self care and holistic health are important to the youth and young adult (“YAYA”) consumers, so by positioning BENGAY as a relaxation tool, we were able to create a usage occasion and an opportunity for emotional connection with the brand.
Big Idea – Live Unburdened
Pain, stress and tension pile up throughout the day, and by acknowledging and validating this experience, BENGAY is able to connect with the target. Dramatizing the effect of BENGAY makes it easier to communicate the product’s benefits. When they use the product, the target can experience relief so potent, it feels like weightlessness. They can be unburdened by everything, even gravity. They can Live Unburdened.
Our campaign distinguishes itself by serving a practical function. The goal with each of our tactics is to leave the target feeling better than we found them by removing some physical or mental stressor.
We began with pre-roll. Commercials aren’t always a welcome presence, so we went with an anti-ad sort of direction. The idea was to buy out all the advertising space for a program on Hulu and run a spot at the beginning letting the viewer know they had BENGAY to thank for an ad-free experience. During the program, where there would usually be commercials, the BENGAY logo and tagline would float in and float out, without pause.
We did something similar on YouTube, designing a bare bones spot that encourages the viewer to skip the pre-roll. In both of these instances, the viewer interacts with the brand in a relaxing, non-invasive and memorable way.
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The BENGAY voice will be curated on Facebook, Twitter and Instagram. In addition to promoting other aspects of the campaign, like sponsorships and events, these social pages will provide relaxation tips, showcase successful relaxation strategies and remind the target to take care of themselves.
Other Digital Advertising
We budgeted for a website redesign, paid search, a Spotify sponsorship and native advertising pieces on popular sites like Buzzfeed and Reddit in order to reach the YAYA market in an organic way. We also created programmatic ads depicting relatable instances of pain for YAYA consumers that could be targeted based on online activity. For example, the all nighter ache ad would be seen by someone who spends time on literary websites and scholastic databases.
We also created an in-store display called a SnapUp designed to help YAYA consumers who are unfamiliar with the external pain relief category.
Out-of-Home and Events
Finally, our campaign included out-of-home installations and events designed to help YAYA consumers in busy cities and on college campuses relax. BENGAY branded hammocks called cozy cocoons would be found in parks in various U.S. cities and unburden stations – where students can receive a free branded stress ball and a back rub – would be set up on college campuses during exam weeks.
All of these tactics were created and refined by the team with the creative team – art director, graphic designer and copywriter – taking the lead.