The Largest OTC Product Launch of 2011

M+C Events, in conjunction with our PR arm First Medical Communications, were chosen to coordinate the Nurofen Express Nationwide Roadshow. The objective of the roadshow was to launch Nurofen Express and to drive awareness of the new product among pharmacists and pharmacy assistants. M+C Events developed a bespoke interactive event platform that travelled to six venues nationwide. The initiative included the building of a unique stage set and backdrop at each location that reflected a national advertising campaign which launched soon after the events.

Gavin Duffy and Bobby Kerr, two leading Irish businessmen and stars of RTE's Dragon's Den, were identified as the key event speakers on the night and provided advice to attendees on how to improve footfall into their businesses.

A key component of the roadshow was the inclusion of the Nurofen Express promotional team who travelled the nation in the Nurofen Express race car, complementing the product's 'Twice as Fast' product characteristics.

Almost 1,000 pharmacists and pharmacy assistants nationwide attended the events and attendees partook in interactive competitions which again reflected the racing theme.