Cannes Lions

People Who Go to Great Pains for Others

GREY, Singapore / GLAXO SMITH-KLINE / 2018

Film
Supporting Content
1 of 0 items

Overview

Entries

Credits

Overview

Description

We celebrate the ways in which we overcome pain, by celebrating people who go to great pains for others. Rather than focus on "me" and "my suffering", we showed that the way to process pain, physically and emotionally, is to forget about self, and instead, focus on the suffering of others.

Execution

Implementation:

The approach to the campaign was to showcase emotional, inspirational content that captures attention through online films and PR activations. We then deployed our TVC and social digital assets that showed a strong connection between our product and multiple pains: Panadol Extra takes care of your many pains, so you can take care of others’.

Timeline:

Colombia, Taiwan & KSA began running the campaign in Q4 2017. The campaign is still live and will continue to run for the remainder of 2018.

Nigeria & Indonesia will go live with their campaigns from Q2 2018 onwards.

Placement:

Through the line. Touchpoints cover traditional buys such as TV and point of sale, but also include digital, social and activations.

Scale:

Nationwide - 6 lead markets that cover 6 key regions

(Colombia, KSA, Taiwan, Indonesia, Nigeria)

Outcome

COLOMBIA:

5.6M PR impressions

9M reach

51M digital impressions

21% Engagement (vs 2.5% historic average)

15.4% Sales consumption growth (versus category average of 4.6%)

22.7% market share (+0.7pts)

TAIWAN:

30% National Reach

7M digital impressions

74% view completion rates (vs industry benchmark of 13%)

9.7% Sales consumption growth (versus category average of 6.1%)

48.2% market share (+0.pts)

KSA:

15.7% Sales consumption growth (versus category average of 1%)

19.7% market share (+5.9pts)

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