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The one-day experiential campaign, which took place on Thursday (19 February) involved a large screen, which displayed a video revealing strained muscles in the head and neck to be the source of most headaches. Also present was a live digital wall that displayed the tweets of passers-by who used the hashtag #NurofenExpress to express what their biggest headache in life was.
Virgo Consumer Health & Wellbeing worked alongside Undercurrent who installed the digital wall. The video content was created by TMW, the social media managed by Liveposter and the activity booked with JCDecaux by ZenithOptimedia and Meridian.
Helene Dolberg, assistant brand manager for Nurofen Express, said: "The idea of the Nurofen Express digital Twitter wall was to educate and engage consumers with the strained muscle message, increasing awareness of Nurofen Express as an effective headache treatment. We feel this has been achieved and are delighted with the results."
The campaign was broadened by tweets from Network Rail, JCDecaux and Metro UK, which also printed a sponsored Nurofen Express competition in the newspaper the same morning.
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