Research shows that runners don’t think about pain relief brands until after the pain has struck. So Voltaren found a solution that ensured its topical anti-inflammatory was top-of-mind at the exact moment when a person’s pain kicks in: during their run. Working with PHD and Spotify, which streams seven million “running” playlists each week, the team created a Voltaren in-app tool that provided runners with customised local running routes. With each route, the brand also recommended an accompanying playlist based on runners’ favourite tracks. What’s more, when runners completed the route, Voltaren congratulated users with a mobile ad that communicated how the brand can help in their recovery post-run. Ultimately, the program drove consideration by 6% and sales by 9%.