GCI Group, in partnership with GSK Consumer Healthcare (formerly Novartis Consumer Health Canada Inc.), is thrilled to receive further industry recognition for the VOLTAREN Emulgel® Stay in the Play public relations campaign – the 2015 IABC Silver Leaf Award of Excellence for Media Relations.
GCI worked closely with the VOLTAREN Emulgel® brand team to develop and leverage a “triple-effect” approach to cut through a cluttered, competitive media landscape, communicate product characteristics credibly and encourage purchase and trial among a target audience.
This winning campaign engaged “everyday athletes” through the VOLTAREN Emulgel® Stay in the Play contest microsite, for an opportunity to interact and play with former hockey stars and campaign spokespeople Trevor Linden and Curtis Joseph at an on-ice event in Toronto. The campaign was supported by a media tour in Vancouver, Calgary, Toronto and Ottawa, as well as a social media strategy, to drive awareness and excitement to the main event and campaign messages.
As a result, the VOLTAREN Emulgel® Stay in the Play campaign exceeded all benchmarks, while inspiring Canadians to be physically active.
This is the second communications award the GCI Health & Wellness practice has received for this campaign, following the 2015 CPRS Achieving Communications Excellence Award earlier this year.