Inbox Digital has built and launched a unique viral campaign for a new product called Vicks First Defence, which was launched in July 2005.

www.diarydefender.com

Vicks First Defence is a micro gel nasal spray that fights colds at the early signs. When used at the early stages of a cold, before the cold viruses take hold, it can significantly reduce your chance of developing full-blown symptoms.

Inbox Digital has created a viral microsite targeting 25-44 year old working adults. The aim of the camapign is to help minimise the seasonal effect of Vicks First Defence by turning it into a year-round product. It is based on the idea that Vicks First Defence can defend your diary dates being ruined by colds throughout the year.

The viral mechanic within the microsite is an addictive game called Diary Defender. The aim of the game is to attack the cold viruses and stay healthy for as long as you can. The game is set on the pages of a Filofax with a doodle-style landscape and the Vicks First Defence spaceship does battle with an array of nasty cold bugs.

As you go through the game, you need to defend certain key dates (Valentine’s Day, Easter, Christmas, etc), as well as big events and VIP events you wouldn’t want to miss. If you don’t fight the viruses early enough, you don’t defend the diary day.

The microsite and the game is designed in a 100% doodle style and you can choose to view a male or female diary. This creates a real personal touch as you go through the year and creates a stunning experience.

The campaign also features some pretty major prizes, like trips to the Monaco Grand Prix, a week in LA with film premiere, holidays to Zanzibar and European cities. Plus, there is a free prize draw to win one of 50 iPod Nanos. This is being supported with an offline promotion in national press and magazines and leaflets in Boots. Procter & Gamble are also sending an HTML email to a selection of their database.

Ioannis Papadopoulos, Assistant Brand Manager of Vicks says, "This is the first time Procter & Gamble have entered into the viral gaming arena with a Healthcare brand in the UK and we have been blown away by the quality of ideas, design and programming that Inbox have done. We are very excited about this game and we believe it will be massively successful in positioning Vicks First Defence as a year-round product.

Oli Christie, Creative Director of Inbox Digital says, "After winning two viral awards last year, we have high expectations for this glorious campaign for Vicks First Defence. The graphical doodle style and game play make for a unique campaign that we believe will prove hugely popular. This truly is viral at its very best."