The Brief
iNova Pharmaceuticals partnered with Digital Business Lab on a digital out-of-home (DOOH) strategy campaign for their Difflam Lozenges. The campaign strategically targeted concert-goers at Taylor Swift’s Eras Tour in Singapore, the only stop in Southeast Asia. This audience of +330K concert-goers, largely educated working professionals, aligned perfectly with Difflam’s target demographic. Recognising that fans would need relief after singing for the three-hour show, the campaign placed ads to reach this audience when they most needed the product.
The Objective
Strategically increase brand visibility and sales for Difflam Lozenges by targeting a high-density, relevant audience at a timely moment—the Taylor Swift Eras Tour in Singapore—using an integrated DOOH and digital retargeting approach.
The Solution
Creative and Location Strategy
The campaign’s creative approach was subtle yet effective, showing the purpose of Difflam Lozenges with the message “Hit the hard and swiftly”, cleverly referencing Taylor Swift and highlighting the purpose of Difflam: to provide relief for a sore throat after singing at her concert.
The ads were strategically placed on high-impact DOOH screens across Singapore to maximise reach:
- Changi Airport to engage concert-goers arriving from and departing to neighbouring countries.
- Iconic malls like ION Orchard and Raffles City, frequented by the target demographic.
- Bus shelters within a 3km radius of the National Stadium, the concert venue.
Media Optimisation and Retargeting
To minimise media wastage, the campaign budget was strategically allocated to key periods before, during, and after the concerts, with a significant increase at the start of the tour. This ensured the ads were most visible when the audience was most receptive.
To extend the campaign’s impact, a geofencing strategy was implemented through Meta. This allowed Difflam to retarget users who had been exposed to the DOOH ads or were near the National Stadium, creating a powerful, multi-channel brand experience. For the retargeting, we used a campaign that featured the iconic friendship bracelets associated with Swifties instead of directly using Taylor Swift’s image. This visual, combined with the message that Difflam was there for them, resonated with the target audience.
DOOH Strategy - Content Creation
Meta & Display Ads - Geolocation Radius Targeting
Key Takeaways
- Strategic Targeting: The campaign successfully identified a niche, high-value audience (Taylor Swift concert-goers) that aligned perfectly with Difflam’s target demographic of educated, working professionals.
- Creative Relevance: The creative approach used a subtle but powerful symbol—the friendship bracelet and Swift-pun—to connect with fans without needing to use Taylor Swift’s likeness, demonstrating an understanding of the audience’s culture.
- Integrated Media Approach: The project combined physical DOOH strategy advertising in key locations (airport, malls, concert venue vicinity) with digital retargeting via Meta’s geofencing capabilities.
- Data-Informed Planning: The campaign’s media buy was optimised to reduce waste by focusing on high-impact locations and key periods (before, during, and after the concerts), with a strategic budget increase at the start of the tour.
- Timely and Relevant Messaging: The campaign’s success was rooted in its ability to connect the product (throat lozenges) to a specific, timely need of the audience (vocal relief after a long concert), making the advertising highly relevant and memorable.
About iNova Pharmaceuticals
iNova Pharmaceuticals distributes a wide range of market-leading, branded prescription medicines and consumer healthcare products to over 20 countries across Asia, Australasia, and Africa.
iNova Pharmaceuticals owns and distributes a well-known and trusted range of category-leading brands. This portfolio includes weight management, cough and cold, throat, pain management, vitamins, health supplements, dermatology, cardiology, respiratory health, allergy and female health products.
