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Fight Back with Beechams on PrimeTime digital billboards

17 December 2008

With coughs and colds soaring in the chilly winter months, Beechams’ has booked a unique ‘thermal’ Outdoor campaign that will only run when the thermometer dips below 10°C. The campaign with JCDecaux on PrimeTime digital billboards was booked through Mediacom and Kinetic and will run between 1st December 2008 and 8th February 2009. Beecham’s creative urges people to ‘Fight Back with Beechams’ using ‘All in One’ tablets to battle symptoms of cold and flu. The campaign will run across JCDecaux’s 16 screens based on regular updates throughout the day from the Met Office. During cool snaps, the creative could have an estimated 1440 displays per screen across 24 hours. Jon Wilson from MediaCom said, ‘Our strategy was to bring Beechams into spaces where our ‘Fight Back’ positioning would resonate most. The immediate and flexible nature of JCDecaux’s PrimeTime package means that we can cost efficiently reach commuters with a targeted message when the temperature really bites.’