CategoryA04. Nutraceuticals
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE


Name Company Position
Michael Duffy GSK Singapore VP & Global Business Lead Family Nutrition
Ajoy Titus GSK Singapore Global Brand Director & Southeast Asia Lead
Tom Wells GSK Singapore Marketing Director Asia - Family Nutrition
Alan Tan/Rasyidi Rahman/Kent Leong GSK Malaysia Marketing Team
Till Hohmann Grey Group APAC Executive Creative Director
Low Jun Jek Grey Group Singapore Digital Executive Creative Director
Antonio Bonifacio Grey Group Singapore Creative Director
Sebastian Queck/Peter Yeo/Natalie Ho Grey Group Singapore/Grey Digital Digital Creative Team
Eugene Tan/Luis Fabra Grey Group Singapore Creative Team
Tom Evans/Mimi Nicklin/Penelope Wetherill/Celestine Queck/Leong Chen Kang/Nicola Grey Group Singapore/Grey Digital Account Supervision
Ong Su Hui/Ong Chi Hi Grey Group Singapore Technology Team
Sanjana Chappalli/Ali Merchant Grey Group Singapore/Grey Digital Digital Planning Team
Preeti Kumar/Maddy Rao/Zarak Khan/JieXing Si Mindshare Media Planning Team
Judd Labarthe/Malati Afridi Grey Group Singapore Planning Team

The Campaign

In 2014 Horlicks Malaysia, a GlaxoSmithKline family nutrition brand that helps mothers close their kids' nutrition gaps, took the entire VMS category by surprise with a totally new approach to engaging with its core audience of school children's mothers. Horlicks adopted a cause: the difficult journeys millions of kids face in order to get to school. Fitting to the brand's purpose of "nourishing potential of children", Horlicks used a pilot project in Malaysia to initiate a meaningful conversation with mothers far beyond product messaging. In an isolated village in Malaysia Horlicks made change happen. Along the way Horlicks produced rich content that populated the new website as well as social media platforms. In addition, interactive banners were used to allow the audience to experience difficult journeys and draw them into the story. This paid off: engagement with the new Horlicks Malaysia digital ecosystem grew beyond expectations.

The Brief

Especially in its new digital and social media presence Horlicks Malaysia needed to change the category conversation: from functional messaging about nutritional products to an emotionally involving story about the brand helping to fulfil the potential of children. With the Kampung Chuweh project Horlicks made a real difference in Malaysia. Once it was up and running, and rich documentary content was populating the new website, traffic needed to be increased. Paid media including interactive banners were seen as a great tool to engage the audience by making the problem as well as Horlicks' contribution come to life.

Creative Execution

The "River Journey Experience" is one of three banners in the digital campaign. The simple concept: Start with an impactful image and fact (57 million children around the world lack access to education - UN) to draw users in. Use this initial interest and engage them to take immediate action: take this child to school. Then let them experience the difficulties directly - by making the journey to the school difficult and long in an expandable banner format. In this case: the child's daily walk down a river including a dangerous cable car crossing - which surprisingly plays as embedded video. Along the way the user learns more and when finally delivering the child to school surely feels: this is all wrong. The perfect trigger to deliver the message about Horlicks changing it - combined with the direct link to the Kampung Cheweh Project on the Horlicks website.

As a result of the entire integrated digital campaign the Horlicks Malaysia website saw a jump in visits of astonishing +2147% after re-launch. Interestingly over 38% of all visits to the brand and product site were attracted by the story and content about Kampung Cheweh. The engagement rates with this content illustrate its power: organic reach of a single post 9.2% versus the average of 2-3%. This project and its integrated campaign in only 5 months (Oct14 to Feb15) reached over 35.6 million people through Facebook, YouTube, the new website and of course the interactive banners. A remarkable result considering the total population of Malaysia of 29.7 million. But most importantly: in conjunction with product campaigning this entirely new Horlicks story linked the brand to education, made the brand tangible and yielded solid business results - volumes sales in Malaysia grew year on year by impressive 22%.

The Kampung Chuweh Project by Horlicks Malaysia was launched as purpose driven marketing initiative. It was real, with tangible action happening on the ground. In order to reach a wider audience - ideally all Malaysian mothers - a digital centric campaign was rolled out. The goal was to limit paid media and use the power of the story as well as the documentary content to boost earned media reach. At the same time it was clear that additional, carefully planned and placed paid media needed to cut through and drive instant engagement as well as interest in the topic as well as Horlicks' role. Interactive banners were seen as an ideal tool to deliver the kind of experience needed to drive additional traffic.


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