Title	THERAFLU THERMOSCANNER
Brand	GLAXOSMITHKLINE CONSUMER HEALTHCARE
Product/Service	THERAFLU
Category	A01. OTC Oral Medicines
Entrant	SAATCHI & SAATCHI POLAND Warsaw, POLAND
Idea Creation	SAATCHI & SAATCHI POLAND Warsaw, POLAND
Idea Creation 2	SAATCHI & SAATCHI Carouge, SWITZERLAND
Idea Creation 3	INTERACTIVE SOLUTIONS Warsaw, POLAND
PR	MSL GROUP Warsaw, POLAND

Name	Company	Position
Jason Romeyko	Saatchi & Saatchi Switzerland	Global Chief Creative Officer
John Pallant	Saatchi & Saatchi	Executive Creative Director EMEA
Kamil Majewski	Saatchi & Saatchi Poland / Interactive Solutions	Creative Director
Piotr Osiński	Saatchi & Saatchi Poland / Interactive Solutions	Copywriter
Patrycja Lukjanow	Saatchi & Saatchi Poland / Interactive Solutions	Art Director
Marine Quéré	Saatchi & Saatchi Switzerland	Copywriter
Frédéric Doms	Saatchi & Saatchi Switzerland	Art Director
Rafał Nagiecki	Saatchi & Saatchi Poland / Interactive Solutions	Executive Design Director
Rafał Bauer	Saatchi & Saatchi Poland / Interactive Solutions	Digital Design Director
Tomasz Szczyciński	Saatchi & Saatchi Poland / Interactive Solutions	Digital Designer
Magdalena Kubacka	Saatchi & Saatchi Switzerland	Global Digital Director
Paulina Ufel	Saatchi & Saatchi Poland / Interactive Solutions	Business Director
Izabela Siek	Saatchi & Saatchi Poland / Interactive Solutions	Account Manager
Marek Rosłan	Saatchi & Saatchi Poland / Interactive Solutions	Brand & Communication Planner
Lee Sharrock	Saatchi & Saatchi	Director of Global Creative PR
Michał Księżuk	Saatchi & Saatchi Poland / Interactive Solutions	Creative Technologist
Olga Ładna	Saatchi & Saatchi Poland / Interactive Solutions	Junior TV Producer
Piotr Sobiech	Ejsak Group	Project Manager
Arek Ejsak	Ejsak Group	Managing Director
Arkadiusz Budziński	GlaxoSmithKline Consumer Healthcare	Marketing Director Poland
Zoltan Rantal	GlaxoSmithKline Consumer Healthcare	Area Marketing Manager, Respiratory Health Multisymptom, CEE
Adam Mickiewicz	GlaxoSmithKline Consumer Healthcare	Theraflu Senior Brand Manager Poland
Daniel Mailliard	Saatchi & Saatchi	SVP Creative Director

The Campaign

We created the Theraflu Thermoscanner - the world's first interactive advertising medium measuring fever – one of the first symptoms of flu. Our interactive outdoor ads equipped with a thermal camera were placed in high foot traffic areas, creating the perfect opportunity for passers by to check if they have a fever, without even having to take off their winter coat. People could also generate their own ‘thermo-selfie’, and share it on their social media or send it to whoever they wanted… to their boss for example, as proof that they have a fever and need to take the day off. After measuring their temperature people were directed to prepare for a flu season with Theraflu.

Creative Execution

The campaign launched during the peak of a flu season in Poland (January-February). We placed our city lights in most visited and crowded areas of Warsaw – near popular meeting points, metro station and malls. Each site was placed within walking distance of a pharmacy, where we could easily convert our brand message into sales for Theraflu.

In the launch phase we managed to reach over 100,000 people a day, with 90% of participants stating that they would try Theraflu. The data is based on both food traffic at our sights and a direct survey taken of people who interacted at key sites during the first days of the campaign. We generated thousands of Thermo-selfies shared on peoples social media. We also generated an estimated 20 million media impressions talking about our new, innovative device. The Theraflu Thermoscanner was so effective that it’s currently planned to be rolled out in other locations around the world.

Theraflu Thermoscanner - the first advertising medium measuring fever - is an example of a tool created by a brand to give people the experience of being taken care of in a simple, interactive way. People could interact with our brand by checking their temperature and generating their own unique thermo-selfie, which they could then share on social media and via e-mail. Our device didn't just advertise our product, it actually allowed people to self diagnose the first sign of the problem, and be first to offer the solution.

When flu attacks, you may want to treat the first symptoms with the most powerful medicine, to fight fire with fire, as soon as possible. If this mindset is close to your way of coping with the flu it means you're a 'Power Treater' and you're similar to approx. 20% of flu-fighters. So it's crucial to pinpoint the exact moment when the flu hits - which is sometimes not easy, as far as you live your busy, urban life constantly in a hurry. What you need is something, which allows you to start the treatment as soon as possible. Our strategy for Theraflu - the brand known from being fast in fighting flu - was to be one step ahead of its competitors and help our audience recognise flu faster than ever.