Pharma Trade Engagement

Taking the profiles of target consumers, finding a 'typical' consumer house and matching the categories to whose rooms act as settings for the brands was the ideal way to communicate all the brand plans.

We know that the customers are used to a Sales Manager turning up with a powerpoint and taking them through NPD for the following year and pricing recommendations, we wanted GlaxoSmithKline to stand out and create an experience that was truly unique. Fine it meant that we had to get the customers to come to us but when they're invited with a 'key to our consumer', who wouldn't be tempted to head on down?

So the CHUK family were born and every detail that you would normally find in a family home was considered – dog bowls in the kitchen, fridge covered with messages and post propped up in the hall.

The theming of the house was adjusted with the different customers that visited, the shopping bags in the hallway were swapped, and relevant vouchers were put on the sideboard.

All of this helped GSK show their customers that the 'Consumer is Key' and we could pretend to live in a beautiful house for a few months near Hampton!