Efferalgan “ChapChap” – National Billboard Campaign (Q2 2025 – Phase 1)
Client: Efferalgan
Duration: April – July 2025
Agency: KWETU Marketing Agency
Project Summary
To increase brand awareness and drive nationwide visibility for Efferalgan — a fast-acting over-the-counter pain reliever — KWETU executed a bold, high-frequency billboard campaign across five major Kenyan cities. Branded under the tagline “ChapChap”, the campaign aligned Efferalgan with themes of speed, convenience, and reliability.
This 90-day campaign deployed strategically positioned static billboards in vehicle-dense roads, high-footfall zones, and regional town centers. KWETU led execution using our proven expertise in Billboard Advertising and Media Buying, ensuring brand dominance across both urban and peri-urban markets.
Objectives
- Deliver high-frequency brand exposure across Kenya’s urban commuter zones
- Establish Efferalgan as a fast-action pain relief solution using strategic billboard placements
- Strengthen presence in both retail-heavy and medically adjacent neighborhoods
- Ensure billboard uptime and visibility throughout the campaign period
What We Delivered
- National Deployment: 15 static billboard placements across Nairobi, Mombasa, Kisumu, Nakuru, and Eldoret
- Real-Time Campaign Management: Adjusted flight timelines, relocated affected sites, and repaired damaged canvases to preserve campaign continuity
- Site Optimization: Mid-campaign repositioning of 6 boards based on updated traffic data and government directives
- Media Buying Oversight: Handled printing, approvals, and flight timelines through our in-house
media buying service to maximize ROI
Performance Highlights (Q2 2025)
- Total Impressions: 22 million+
- Estimated Unique Reach: 3.5M – 4.8M individuals
- Billboard Integrity: All sites maintained or restored, despite weather and operational challenges
- Top Performing Sites: Ojijo Road (Museum Hill), Thika Road (NYS), Ngong Road, Tom Mboya Street
Regional Breakdown
| Region | Sites Flighted | Estimated Eyeballs | Key Locations |
|---|---|---|---|
| Nairobi | 10 | 12.6M | Museum Hill, Kilimani, TRM, Ngong Rd, CBD |
| Mombasa | 2 | 1.4M | Likoni Ferry, Mtwapa |
| Kisumu | 1 | 400K | Near Oginga Odinga Referral Hospital |
| Nakuru | 1 | 500K | Kenyatta Avenue CBD |
| Eldoret | 1 | 400K | Town Center |
Strategic Impact
The ChapChap campaign firmly established Efferalgan’s presence in the Kenyan pharmaceutical and consumer market. The use of rapid-relief messaging and well-placed visual media resonated with both pedestrians and drivers. Despite challenges such as deflight orders and protest disruptions in late June, over 80% of airtime was retained.
Our proactive monitoring and media execution allowed Efferalgan to maintain a dominant visual presence throughout the campaign period, while site adjustments enhanced reach and message recall.
Recommendations for Phase 2
- Retain high-performing Nairobi sites (Ojijo Rd, Ngong Rd, Thika Rd, Tom Mboya)
- Expand billboard placements into Kileleshwa, Parklands, and Westlands for added coverage
- Introduce billboards near medical hubs (e.g., hospitals, clinics, pharmacies)
- Layer location-based Google and Meta ads in areas where billboards are already flighted
- Request retail stockist data to better align billboard placement with local availability
Client Testimonial
“KWETU executed the campaign with agility and precision. Despite logistical challenges, our brand remained visible and memorable across all regions.”
– Efferalgan Brand Manager
