Spectab Institute

Objective

Spectab, a Polish anti-hangover pill brand, needed to build awareness and differentiate through entertainment value. The campaign capitalized on the product's origin story—a fictional Soviet scientist—to create a memorable interactive experience that positioned hangover relief as both a science and a humorous occasion.

Solution

Change Integrated created an interactive microsite called the Nikolai Onovalov Institute, a virtual spa experience featuring a guided head massage performed by a Soviet nurse character named Elena. Users received personalized massages tied to the brand story and could share the experience via email or post to an online gallery. The site included educational content about alcohol and cocktails. Pre-launch, the campaign deployed guerrilla marketing—a 9-meter statue of Professor Onovalov was erected in Warsaw's city square in June 2008, generating media attention and curiosity about the brand before the digital experience went live.

Results

Not published.