Dulcolax, an over the counter laxative by Boehringer Ingelheim Limited, embarked on its first ComutaNet driven commuter consumer advertising campaign in 2007 leveraging ComutaNet’s extensive reach in the LSM 4-7 profile to speak to that audience. Due to the success of the initial campaign, the pharmaceutical giant extended its contract into 2008.

The specified target market’s hectic lifestyle and diet, so often high in fat and low in fibre, enabled the Dulcolax campaign to double as a national educational project. Carefully trained ComutaNet promoters were briefed to educate consumers in face-to-face interviews as well as to market the product with experiential activations.

“This year we increased the size of our campaign, to reach more commuters more frequently,” says Tyron Hansen, Product Manager – Consumer Health Care

The campaign unfolded with commercials on Rank TV, accompanied by product Training by skilled In Queue promoters. The results were impressive as the company achieved its desired goals and boosted sales on a national basis. “Our overall goal was to increase our sales on a nationwide basis and we achieved exactly that,” adds Hansen.