S-TAC: 'Kazemill' see the cold
Casey Grant and Adam Weiss
Campaign details
Brand owner: SSP Pharmaceutical JapanLead agency: McCann Healthcare JapanBrand: S-TACCountry: JapanIndustry Non-prescription, OTC productsChannels used: Internet - microsites, Internet - search, Mobile and appsMedia budget: Up to 500k
Executive summary
The pharmaceutical company SSP's cold and flu medication, S-TAC, was losing share in Japan, and the entire category was shrinking. SSP needed to do something innovative to engage with their target.
Each month, more than one million tweets were posted in Japan regarding colds. To...