As a tactical idea, we thought it would be fun to make Radox the 'official sponsor of the clocks going back.' We produced two print ads, and a viral involving a man undressing while talking about the whole idea of British Summer Time. Very high-brow stuff, but it was hugely successful with the target market.
The idea was to try and get people to think of being selfish as a good thing. Most of the target market are mothers who spend most of their days ferrying kids about, tidying homes, doing stuff for everyone else. We wanted them to start to think of themselves for a little while.