Hairy Lemon gives Australians a hangover cure with new integrated campaign via The Reactor
The Reactor has kicked off 2013 with a new campaign for freshly signed client Hairy Lemon from Ascent Pharmaceuticals. An effervescent tablet containing B and C vitamins, guarana and ginseng, Hairy Lemon is targeted at people who can't let a day or night of having fun hold them back the next day. The Reactor capitalised on this by speaking to the summer music festival crowd via Channel V, rock posters and vevo.com. The campaign directly linked the names of the summer's most popular festivals with the benefits of recovering with a Hairy Lemon.
WATCH THE BIG DAY OUT SPOT
WATCH THE BIG NIGHT OUT SPOT
WATCH THE PEAKED TOO EARLY SPOT
VIEW BIG DAY OUTDOOR
VIEW FUTURE OUTDOOR
VIEW THE INTERACTIVE CONCEPT
The campaign includes TV, print, outdoor, online, POS and a joint
promotion with Channel V and aims to help young festival goers get the
most out of their summer by helping them recover after a "Big Day Out".Says Nick Brown, creative director, The Reactor: "The whole idea is to be where the target audience is
getting their information about the summer
festivals. Hopefully, we're helping these guys get back on their feet
the next day. It's practically a public service announcement when you
think about it."Client: Hairy Lemon
Agency: The Reactor - Nick Brown, Phil Childs, Chris Taylor, Angus Smallwood,
Nicole Soccio
Fantastic use of rock posters! but where is the one for summer dayze... clearly there are still people recovering from it.
Nice! Simple with great impact!
Just a thought but if you are the festival crowd you are, young - still able to bounce back from the big night have time to spend on the couch the next day.
As a dude passed his prime who feels rubbish after 6 beers and with 2 kids to deal with in the morning maybe an older audience is the true target
All that aside i like it and I'll see the OOH
Great work guys, perfect use of media for a great concept! well done.
Nice work. Good option after big night on the crushed apples