1. An Activation Proposal for

2. Agency Task
Create an integrated activation
campaign for the new product launch of
Panadol Muscle & Joint Patch

3. The Objectives
• To introduce New variant of Panadol: Panadol
Patch.
• To educate the usage & benefit of the
modern patch of Panadol
• To induce trial of Panadol patch
• To further strengthen Panadol image as the
expert in pain relief.

4. The Product
Keseleo Leher Kaku
Sakit Pinggang Radang Sendi
Salah Urat Encok
Lebam Terkilir
Panadol Pain Relief Patch
Product Benefit: Reason to Believe:
Panadol Muscle and Joint Patch Panadol M&J Patch contains
provides efficacy, instant and Glycol Salicylate in modern
long lasting muscle pain relief hydrogel patch.
that gentle on the skin.

5. Target Audience
• SES ABC, M/F
• 25-45
• Urban, busy, active lifestyle
• Experience of muscle and joint pain
• Topical analgesics user

6. What Do They Think?
Muscle and Joint As it happens, I usually applies
discomfort happens muscle cream or balm. But
anytime, even at work the smell bothers me.
I know using patch is waay
But I can’t stand the heat
simpler and effective. But I
and the rash that comes
only wear it when i have
with it. Some patch are just
nowhere to go
too strong for me!
If only, theres a patch
Using patches in public is without the odors and the
not cool at all. I often get humiliation. Perhaps i’ll wear
mocked by my peers them everywhere!

7. The Problems
• How do we change the perception,
what can we do to make patch
acceptable for the urban lifestyle?
and..
• Once we make it acceptable, what
can we do to induce trialship?

8. First..

9. LET’S SPREAD
THE PATCH
TREND !

10. Patch IS the New Black!
• Give live example on people that are not
ashamed to wear patch in their daily
activity
• They wear it as if it is a fashion statement
• Not afraid for the patch to be visible to
public
• Objectives: generate talk of the town
• Those Patch Icons (combination between
celebrities and paid attractive man and
woman) will conduct their daily activity in:
• Office Building
• Sport venue / event
• Hang-out spot (Clubs & Cafes)

11. Panadol Patch Icon
Sport Venue Office Building Hang-out Place

12. Spread the Words!
Objectives:
• Highlighting the Patch Wearing trend and
Spreading the buzz to wider audience
Mechanism:
• Utilizing candid-like videos and photos of
the Patch Icons (uploaded on Youtube)
• Create a conversation on famous on-line
forum (Kaskus)
• Blow-out on Social Network (Twitter)

13. Viral Editorial Example
• User 1: “Gokil nih cewek, cantik-cantik clubbing pake
koyo! Ga ada malu-malunya lagi. Dia ga sadar gw videoin,
cekidot gan!”
• User 2: “Iya gan, ane juga semalem ngeliat tu cewe di
Dr*g*n Fl*, masih pake koyo dia! Tapi kok cuek aja yah?
Emang anaknya asik bener, ni gw foto diem-diem.”
• User 3: “Kayanya lagi musim deh nih pake koyo kemana-
mana, tadi dikantor ane ada cewe cantik pake koyo juga
gan, ane sangkain cewe yang ini, tapi ga mirip *shy”
• User 4: “Tadi di TKP car free day juga ada yg pake koyo
juga gan! Apa sekarang lagi nge-trend yah? Ah ane juga mo
ikutan ah, mumpung paha ane ketarik gara-gara gowes
seharian”

14. Now that
Patch
Is Trendy

15. It’s Time to
ACTIVATE
our Product and
Consumer!

16. Creating The Needs
• In order to induce product trialship, first we
must remind the society about the danger
of muscle and joint pain and how it can
strike at any time
• Showing them facts from activities done in
their everyday life and how they are very
prone to muscle and joint pain
• After being aware, we offers them the
promise of living a worry free life from
muscle and joint pain because Panadol patch
will always be around should the pain
occurs

17. Activation Theme
A series of activities that aims to attract the target audience to
live a worry-free life from the threat of muscle and joint pain
in their daily life

18. Consumer Launch

19. Hidup Bebas Nyeri Launch
Objectives:
• Roll-out the campaign
• Generates massive campaign awareness
• Discreet product sampling
• Conduct PR event at the town’s busiest
street during the peak hour traffic
• Will be done simultaneously in Jakarta,
Bandung, and Medan
Tools:
• Nyeri Facts Man
• Flyering Girl
• Interactive Flyer

20. Nyeri Facts Man

21. Nyeri Facts Example - Road
DUDUK KESERINGAN
NAIK MOTOR
DI MOBIL NENGOK
BERJAM-JAM
KELAMAAN KANAN
BISA BIKIN
BISA BIKIN BISA BIKIN
PUNDAK
PINGGANG LEHER
PEGEL
ENCOK KAKU

22. Hidup Bebas Nyeri Girls
• Distribute flyers one-by-one
to each passing cars

23. Interactive Flyer
• The flyer contains shocking Nyeri facts and
brief product knowledge
• Provide interactive mechanism, in order to
ensure people don’t throw away the flyer
after they read the message
• The flyer contains invitation to join the
‘Hidup Bebas Nyeri’ campaign to get a
product sample (discreet sampling), or if
they are lucky, they can also win exciting
prizes as the reward

24. Microsite
• This Microsite will be used the Hub for all
of On-line activity
• Provide deep product knowledge
• Can be connected to the brand’s social
network or existing website
Microsite Flyer Mechanism:
• Visit www.HidupBebasNyeri.com
• Insert the unique number on the flyer
• Fill in Database
• Play the Hidup Bebas Nyeri on-line games
• Win the prizes
• Product samples and prizes will be sent
directly to the given address

25. Landing Page

26. Front Page
Fill Your
Lucky
Number

27. Consumer Database

28. Panadol Patch: The Game
• Objective: educate the brand message to the
audiences in a fun and interactive way
• The player will choose a character of male/
female, and their role is to supervise daily
activity that happens in the scene
• for example: In office, they have to assign the
job to the workers, and look for if they got a
muscle pain and have to give panadol to them
• There are 3 scenes:
• Office
• Road
• Hang Out Place

29. The Office Activation
Objectives:
• Be were the target audiences are
• Educate the consumers
• Induce sales through product experience
• Office activation roadshow in 10 office
building in Jakarta
• Due to lack of office building in Bandung
& Medan, the roadshow will also visit the
town’s Hang-out Places
Tools:
• Nyeri Facts Man
• Touch & Feel Booth
• Product Package

30. Sandwich Man

31. Nyeri Facts Example - Office
SEHARIAN NGEJEPIT
KEJEPIT
DUDUK TELEPON
PINTU LIFT
DEPAN DI LEHER
BISA BIKIN
KOMPUTER BISA BIKIN
SALAH BISA BIKIN
LEHER
URAT PINGGANG
ENCOK KAKU

32. Touch & Feel

33. Office Booth

34. Office Booth

35. Product Package

36. The Sports Venue Activation
Objectives:
• Attract more target audience
• Educate the consumers
• Induce sales through product experience
• Visit regular sporting venue that have
many audiences: Futsal, Car Free Day, and
Sunday Morning Aerobic venues
• Giving product samples to people with
muscle and joint problems
Tools:
• Nyeri Facts Man
• Panadol Nyeri Patrol
• Touch & Feel Booth
• Product Package

37. Sandwich Man

38. Nyeri Facts Example - Sport Venue
SALAH DUDUK KURANG
NENDANG DI SEPEDA PEMANASAN
BISA BIKIN KELAMAAN BISA BIKIN
BISA BIKIN
KAKI SALAH
PINGGANG
TERKILIR URAT
ENCOK

39. Panadol Bebas Nyeri Patrol
• Attractive Man and Woman using inline skate
• Will patrol the sport venue, looking for target
audiences in need of treatment for their Muscle &
Joint problems
• Give product samples
• Ask the trialist to make a video testimonial on the
instant effect they’ll get when using the Panadol
patch

40. Mobile Booth

41. Car Branding

42. Testimonial Video
Ayo Bergabung
dengan mereka yang telah
• Objective: Create evangelist to spread
the product benefit
• When doing activation, we are going to
record people responds after they
experience the product
• The video will be updated to the Hidup Bebas Nyeri Testimoni
website and blasted through other Panadol
social media

43. Testimonial Page

44. On-line: Twitter Party
Objectives:
• Create engagement between the brand
and the consumers
• Held once every two weeks, ask people
to discuss a topic related to the product
• Example: Ceritain pengalaman kalian
waktu nyeri otot
• Using the #HidupBebasNyeri hashtag
• The best comment will win exciting
prizes

45. In-Store

46. In Store Dress-Up
Objectives:
• Create brand visibility in channels
• Induce sale through experience
• Dress-up in key strategic outlet
• To ensure outlet’s push and pull
Tools:
• Special Display
• Touch & Feel Table Top
• POSM

47. In-Store Dress-Up

48. Touch & Feel Table Top

49. In Store Activation
Objectives:
• Create brand visibility in channels
• Ensuring sales
• Weekend activation in key strategic
outlet
• Induce sales through product experience
Tools:
• Touch & Feel Booth
• Hidup Bebas Nyeri Girl

50. In-Store Activation

51. Internal Launch

52. Internal Launching
Objectives:
• Launch the product internally
• Showing the retailers all the product
campaign plan
• Make them wanting to stock product
• The campaign presentation will be made
in a entertaining Play
• Show the retailers all the support
provided for the product
Tools:
• Play of Hidup Bebas Nyeri
Campaign
• Launching Sequence with Hidup
Bebas Nyeri dancers

53. Hidup Bebas Nyeri Play Script
t to iends
elpe in wen ing ll of their fr e
M rs Mas ople are us e office, a panadol gam
1. Mr & nd find pe 4. In th ing with
ba
the clu patch in the
club are play
2. The next day, when th 5. When they go home, they
ey are find
cycling they see people Mr & Mrs Maselpein are another funny looking fact
are using s man
husband & wives who often
patch suffers from Muscle & Joint pain
6. While going home they lo
ok at
twitter and people are disc
ussing
the #hidupbebasnyeri
the office, t
hey and............... 7. They look at the web an
d find
heir way to the street out the new product which
is
3. On t acts man in Panadol Patch M&J
find a f

54. Product Launching Sequence

55. Internal Launching

56. Internal Launching

57. Internal Launching

58. Timeline & Budget

59. Campaign Timeline

60. Cost Estimation
Will be submitted in excel sheet

61. Ayo