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Bronze: Skelan submitted by Starcom Philippines

SkelanNaproxen Sodium Skelan (220 mg), or Skelan, is a new entrant in the over-the-counter arthritis relief category, targeting sufferers aged 45 and older. The brand objective was to grow market share, but also to be relevant to local Filipinos. Nearly 90% of the population is Catholic, and as they age, they become more passionate about church activities. Filipinos are also keen on novelty songs and dances. The “Skelan Nationwide Church Invasion” was launched as a Sunday after-church dance exercise event with novelty songs like My Joints are All Right! On-site medical consultations were available for seniors, as were Skelan samples and instructional dance CDs. Skelan market share soared, largely due to an understanding of lifestyle habits instead of simple media consumption patterns.