Pro Plus: 'The Knacker Factor'
OTC Marketing Awards - Best Use of OTC PR (Commended)
Brief
Roche Consumer Health challenged Lexis to put Pro Plus onto the news pages of the mainstream media and target the 12 million UK workers suffering from tiredness in the workplace.
SolutionLexis helped Pro Plus take time management to another level by creating a mathematical formula to predict the time of day when people would feel most tired at work: CDA + CT + KF = TMT. An interactive calculator was created that allowed workers to find out the exact time of day they would feel most tired and get a profile of their alertness throughout the day. We worked with Dr Paul Jackson from the Sleep Research Laboratory at Loughborough University, backing the scientific methodology with a attitudinal survey of 1,000 weekday wounded.
ResultPro Plus’ Knacker Factor hit a real chord with the media. Branded coverage appeared in 4 national newspapers, 40 regional press and 15 top radio stations. Hits to the site peaked at 36,000 users on the first day of the campaign, and continues to attract 8,000 a day!