Title	HOW OTRIVINE STOPPED THE BRITS WHINGING!
Brand	NOVARTIS CONSUMER HEALTH UK
Product/Service	NASAL SPRAYS
Category	B01. FAST MOVING CONSUMER GOODS
Media Agency 2	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Entrant Company	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM

Name	Company	Position
Luke Farrell	Starcom Mediavest Group	Creative Director
Lawrence Sorrentino	Starcom Mediavest Group	Account Manager
Duff Borer	Starcom Mediavest Group	Business Director

Results and Effectiveness

Tapping into Brits’ humorous and self-deprecating nature turned whingers into Otrivine advocates, and in a global Twitter first, we received an overwhelming response! The average Twitter engagement rate is typically 1% but we received a whopping 30% response rate to our direct tweets. We doubled our positive sentiment and grew Otrivine’s online SOV by 361%.

Creative Execution

Over 2 million Brits take to Twitter each year to whinge about coughs and colds. They’re in search of a little TLC but they are largely ignored. We grabbed this opportunity to speak directly to potential customers at the precise moment they were most engaged. Our research showed 70% of our target tweeters whinged in a humorous or self-deprecating manner. So we took their lead and created a number of humorous videos showing what can go wrong when a blocked nose plays havoc with your pronunciation (#snotwhatisaid). Otrivine then responded directly to whingeing Brits, in real time, sending them humorous personalised tweets with links to our funny videos. Finally, in order to comply with strict pharma regulations, we developed a new working process for Novartis and pre-signed off Twitter responses with our legal team

Insights, Strategy and the Idea

Brits love to whinge. It’s a national pastime and quite frankly it makes us feel better. And what finer reason to have a moan than when you’re getting a cold? Whingeing is a powerful form of communication and we wanted to harness it to promote Otrivine. We based our strategy on two key insights; consumers are not brand loyal when it comes to cold medicine and they don’t think about our products until the symptoms begin. So we needed to be front and centre when the dreaded cold strikes. Problem was, Otrivine’s budget was one tenth of the major brands. We needed to think outside the square. Now whingeing to your colleagues is one thing, but the advent of Twitter has meant our whingeing can now reach a mass audience. We decided to combine the power of the whinge with the power of Twitter to stand out from the competition