Dulcolax seeks to build online advocacy in Korea

Developed in partnership with Grey Korea, the campaign is aimed predominantly at female consumers and is designed to overcome the common perception that natural remedies are the safest, most effective means of tackling the problem of constipation.

A link within a supporting TV commercial drives traffic to the website via Naver, Korea’s leading portal. Once online, users are able to obtain product information and are encouraged to join the Dulcolax Online Café where they can discuss personal issues and concerns. In the first initiative of its kind for over the counter pharmaceuticals in Korea, consumers are also invited to review their experience of the brand in a blog contained in the site.

According to Steve Yi (pictured), the agency’s strategic planning director, over-the-counter pharmaceuticals are a major growth area in the otherwise stagnant FMCG market in Korea. He added that he had made an effort to coerce clients in the sector to look outside of typical TV executions in promoting their products.

Korea has among the world’s largest and most active online populations. Roughly 80 per cent of households have online access, while around 10 per cent maintain a personal blog.

The campaign will run for a period of between three to four months.