Sometimes the best ideas are unbelievably simple. None more than this creative campaign for our Mucinex 12HR client, which simply states that 12 is More Than Four, a nod to the notion that 12 hours of cold relief is better than just four.
Encore brought this idea to life in a recent Valentine’s Day activation for our Mucinex 12HR client. The experience featured the brand’s nemesis, Mr. Mucus, symbol of all the miseries we associate with congestion, coupling him with a human host, walking the streets of Los Angeles with a camera crew in tow.
Mr. Mucus and our host simply walked up to people in public and spontaneously surprising them with a dozen roses for Valentine’s Day. Because 12 Is More Than Four. The subtle connection between the 12 hours and 12 roses hit home.
Our team had a lot of fun bringing the experience to a variety of iconic locations across greater Los Angeles, surprising consumers from the Santa Monica Pier, to The Grove and a variety of public access points. We captured hundreds of reactions to the spontaneous gifts, and edited them into a handful of short social videos. View an example here.
We posted the content organically, and the brand invested a small amount (maybe enough to buy a new Toyota Camry, but not much more) in paid social, netting more than 21 million unique views and almost 200,000 video views. That level of exposure for such a tiny investment was priceless.
It’s just one more example of the power of real: Putting real people through real experiences, then turning their real reactions into short, punchy videos. The authenticity shines through, leading to tons of social sharing and engagement.
