When you’re in physical pain, you usually just suck it up and wait for the pain to go away, right? Problem is, that can take days, weeks or even months and, let’s face it, all that stiff upper lip stuff only works for so long.

 

Many people forget that external pain relief is an effective form of treatment, and it’s as simple as rubbing a cream where it hurts! That cream? BENGAY®, the  #1 doctor and pharmacist recommended brand for external pain relief. When shopping in the drug store for pain relief, people might turn automatically to pills, or the stiff upper lip route, but they have options they aren’t even considering. Pain relief is just one cream away! They might think that BENGAY® is their grandfather’s brand, but the truth is, it worked for him and it can work for them too, really well in fact. As we mentioned before, it’s the #1 doctor and pharmacist recommended brand!

 

So now BENGAY® is turning to Tongal to figure out how to remind people of this while they are shopping in stores. What will make people, especially those who still lead very active life styles and deal with pain, pay attention to BENGAY® in the aisle? What will speak to them and help them to consider this product as an effective form of pain relief? BENGAY® is a trusted source of relief for many, how do we extend that circle to more people, and reach them while they are shopping? How will BENGAY® appear familiar, personal, a solution for them?

 

 

 

BENGAY® wants you to help them figure out how to engage consumers in the aisles of their local grocery and drug stores and let them know that BENGAY® can help with their pain.

 

First, submit a Positioning Statement for BENGAY® that communicates the idea that they are an effective solution for external pain relief. Remember, Positioning Statements are how advertisers decide they’ll market a product to consumers. The more convincing your positioning statement is, the better.

 

Next, submit ways to bring the winning Positioning Statement to life in-store. How can BENGAY® bring the campaign to life on shelves? In store aisles? On the floor? In shopping carts? Or maybe, there are cool ways to integrate digital technologies into the retail experience and invite them to buy BENGAY® in the store? The possibilities are endless so long as you can fit it into 500 characters.

 

--Key Marketing Messages: External pain relief is an effective form of treatment, and that in that space, BENGAY® is the #1 doctor and pharmacist recommended brand.

 

--Target Audience: Male and females 35-50.

 

--Executional Mandatories:

•Do not show anyone under 12 using the product.

•Only apply as directed. Only show application on back, arms, legs.

•Display product being used only on minor muscle and joint aches and pains, no major injuries.

•Do not show people using in conjunction with other pain relieving products. No competitive products.

 

--Tone: Modern, refreshing, action-inspiring.

 

--Exposure: Stores.

 

 

This Project will be worth a total of $4,500 and consists of 2 Phases: a Positioning Statement Phase and a Retail Activation Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: Positioning Statement -- Tell us your Positioning for a BENGAY® campaign in 500 characters or fewer. Remember, a Positioning is how advertisers decide they’ll market a product to consumers. BENGAY® is NOT looking for just for a single one-off commercial, they are looking for how you would define the target consumer’s perception of their product and that big idea they could potentially build an entire campaign around. The three most compelling Positioning Statements will each receive $500.

 

PHASE 2: Retail Activation – Submit your activation ideas for how BENGAY® will bring the winning Positioning Statements from the prior phase to life. Please note we are not looking for the actual execution of the activation, just the description of it. The 3 most compelling Retail Activations will each receive $1,000.

 

 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted or trademarked material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

 

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

 

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

 

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. Submissions must be in the English language.

 

6. Limit 5 submissions per member, per Phase.

 

7. You must be at least thirteen (13) years or older to enter. 

8. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.