Merck Philippines

Neurobion Nerve Therapy Trip

Neurobion wanted to spread awareness of neuropathy among Filipinos and end nerve damage in as many of them as possible. To achieve this, Ace Saatchi & Saatchi came up with the Nerve Therapy Trip, an activation that gave Filipinos’ nerves a break while educating people on neuropathy. In 2017, Metro Manila was ranked Asia’s third in worst city traffic. In this situation, where people stand or sit for long periods of time without movement, nerve damage is actually likely to occur. This is especially true among the target market, commuting working-class men and women who are the heroes of their families. Such people are likely to shrug off nerve discomfort without knowing that it could be a symptom of actual damage. Seeing this as an opportunity, Ace Saatchi & Saatchi came up with the Nerve Therapy Trip. In this, a bus was fitted with amenities that made the ride more relaxing and alleviated the daily stress of commuting, while also providing essential information on neuropathy. The activation lasted nearly a month, and traversed the 42.1-kilometer stretch from the south to the north of Metro Manila. More than 10,000 passengers were able to enjoy the relaxing ride, or 62.5% higher than the target. With no media budget, it still garnered nearly PhP4 million in earned media, and allowed Neurobion to gain 3.6% market share at a time when its key competitors were on the decline. Further, the Nerve Therapy Trip compelled people to actually seek out information and learn more about neuropathy. Neurobion is Merck Philippines’ champion for nerve health and the market leader for B-vitamin supplements that nourish nerves to prevent damage.