Medium inspires message in new Panadol OOH sell

The campaign runs on the interior panels of three MRT trains and includes posters at two high volume interchanges, City Hall and Raffles Place.

Ogilvy & Mather developed the campaign around the MRT, with posters in stations featuring lines such as 'Why wait?', while posters in the train tout 'Mass Rapid Treatment', 'Stops pain in its tracks' and 'Next Stop: Relief'. Posters at the door carry the message 'Exit pain'.

Supplementing the MRT campaign is an SMS contest to get commuters to vote on their favourite ad.

Elaine Yeh, brand manager (consumer healthcare) at GlaxoSmithKline, said: "This campaign is one of those rare Panadol pieces that goes beyond featuring somebody in pain. It's hard to be creative with medicine but this piece of work has proven that it's possible."