Cannes Lions
GREY, Singapore / GLAXO SMITH-KLINE / 2018
Overview
Entries
Credits
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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12 items