Voltarol - The Joy of Movement

Background

• Whilst Voltarol was already a highly salient brand for being the best in relieving back and joint pain, GSK aimed to transform that awareness into increased consideration, in addition to boosting existing perceptions surrounding quality of product compared to competitors in the market, across a younger demographic of 35+ adults.
• They launched the new 'Smile' creative, alluding that 1 in 3 people hide their pain behind a smile, encouraging them to use targeted anti-inflammatory muscle and joint pain relief - the message promoted Voltarol as embodying the ‘joy of movement’.

Plan

• Knowing that cinema is the perfect medium for reaching a younger, more affluent demographic, GSK bought into an ABC1 Adults AGP across April 2024 to access demographically relevant films such as Wicked Little Letters, Back to Black, Civil War, The First Omen and Monkey Man.
• Alongside this cinema campaign, 'Smile' ran across multiple media channels, including Meta, YouTube, DVA, and OOH.

Results

Exposure to the Voltarol ad in the attentive and engaging environment of cinema helped improve Voltarol's core metrics, including boosting awareness, driving quality perceptions and ultimately leading to increased purchase intent and consideration among repetitive pain sufferers and the 35+ demographic:

Perceptions

34% uplift in very strongly agreeing that ‘Voltarol relieves muscle pain’ for those who suffer with repetitive pain.

Recall

61% were able to recall having seen the ad previously, an uplift of 11% compared to benchmark.

Brand Awareness

Almost 9 in 10 respondents were aware of Voltarol when prompted, highlighting the brand’s salience in its market after being exposed to the ad in the cinema.

Consideration

61% were very/extremely likely to consider Voltarol, a 7% uplift from Control, with over 30% claiming they are intending to use Voltarol for pain relief or purchase a Voltarol product.