CAMPAIGN "HORLICKS NUTRIQUEST"

TitleCAMPAIGN "HORLICKS NUTRIQUEST"
ClientGLAXOSMITHKLINE CONSUMER HEALTHCARE
Product/ServiceHORLICKS
CategoryA04. Nutraceuticals
EntrantGREY GROUP Singapore, SINGAPORE
Idea Creation GREY GROUP Singapore, SINGAPORE
Media MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Production POSSIBLE CEE Budapest, HUNGARY
Production 2 GROUND CONTROL London, UNITED KINGDOM
Production 3 YESSIAN MUSIC Detroit, USA
Contributing GSK CONSUMER HEALTHCARE Singapore, SINGAPORE
Contributing 2 GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA

The Campaign

In Malaysia, Horlicks already convinced thousands of mothers in past years by providing powerful facts: Horlicks is scientifically proven to enhance the growth and development of children - it helps them grow tall, strong and sharp. No wonder mothers think it's good. But getting kids to demand it, ideally pestering their moms to buy more: that wasn't a reality yet. We identified the brand lacking appeal for children. Simply put: kids didn't think it was great, making it hard for moms to get them to have it every day. This had to change in order to substantially grow share and sales. Driving kids' love became the main objective. A branded entertainment platform with a state of the art mobile game at its heart was seen as the ideal tool to gamify everything Horlicks stands for. Moving from messaging mere facts to delivering engaging fiction - with Horlicks NutriQuest.

Creative Execution

A powerful narrative binds together everything, tapping into the archetypical theme of good versus evil. The story: the Horlicks factory has been captured by the robot-army of an evil scientist wanting to stop children from growing tall, strong and sharp. Only kids can stop him - led by a group of four child heroes. Hence the motto: Are you tall, strong and sharp enough to save the world? This became the call-to-action across all channels in three phases. First, storyline and characters were introduced in a cinematic trailer, with social media takeovers as well as on their dedicated website. Second, digital advertising and gamezones in malls were used to get kids to experience, download and play. Third, special edition packs with unique codes to unlock bonus arcade games and special merchandise closed the loop. Pushed via in-game messaging, in-store theater and promotional TV, they drove sales.

In the first few months since the launch in March 2016, the number of downloads has reached to 113,367 on both Android and iOS platforms. 2000+ NutriCoins and 20,999 items of merchandise were redeemed. The game, for 6 weeks, remained in Top 100 games on Google Play. The total reach was 24 million digital impressions - nearly the entire population of Malaysia. All of which, led to 36% increase in sales.

This campaign sets a benchmark for the way GSK conducts consumer facing marketing for OTC. It does so, by putting the core audience (children and their moms) at the heart of everything, understanding the need to not just inform but to deeply engage. And it needs to do that across many touchpints in different ways. The integrated campaign used mobile, digital, social media, online video, instore activation, promotion, special edition packs, TV to create a branded entertainment platform that is directly linked to also driving sales.

Unable to directly address children online, we first activated moms - seeking their buy in and approval, so they allow kids to use their mobile phones to play the game. This involved social media, direct marketing and online media (trailer video, banners) - all about the exciting storyline and the "good and safe to play" game. In the game, we deployed messaging and constant feedback to get the kids to rate and share. Instore activation, special displays, play zones and special edition packs as well as promotional TV then linked the game to the product, in-pack codes and special merchandise.

Credits

Name Company Position
Michael Duffy GSK VP/Global Business Lead Family Nutrition/GI
Tom Wells/Tom Shuttleworth/Jamie Stone/Goodies Narayanan GSK Category Marketing Team
Adam Beczkiewicz/Peter Bikki/Mark Kormondi/Imre Budai/Ferenc Hallgato/Norbert Urban/Daniel Moro Possible Games Game Design and Art Team
Till Hohmann Grey Group Singapore Executive Creative Director and VP
Antonio Bonifacio/Luis Fabra/James Dickinson/Rasiyqah Rahman Grey Group Singapore Conceptual Lead and Creative Team
Brendan Cravitz, Lauren Reilly Grey Group Singapore Agency Producers
Mimi Nicklin/Tom Evans/Penelope Wetherill/Celestine Quek/Sanjana Chappalli/Leong Chen Kang/Suresh Ramaswamy/Narayanan Goplan Grey Group Singapore Client Management and Planning Team
Tibor Gulyas/Andras Nagy Possible Games Lead Developer/Project Director
Kornel Meszaros/Tamas Varga/Jozsef Pesti Possible Games Programming Team
Gloria Gyori/Gabor Megellai/Gabor Radi Possible Games Quality Assurance Team
Thierry Marchand Ground Control Films Director
Michael Stanish/Phoebe Scott/Mark Gregory/Rachel Wright Ground Control Films Production and CG Supervision Team
Chris Hutchinson/Ian Potsos/Anneli Larson/Luke Satiani/Ben Mars/Eduardo Castells/Richard Kleiner/Jaime Fernandez/Niovi Phinopoulou/Boris Kossmehl/Dan Willers/Conor Ryan/Dan Lane/Omar Sarmiento/David B Ground Control Films 3D Design and 2S Compositing Team
Alessandra Milani/Valentina Ventiniglia/Theo Davies/Ben Vince/Jill Wooster/Giles Angel/Rob Ison/Manuel Tanon Tchi/Julien Rossire Ground Control Films Editing/Retouching and Concept Artist Team
Jim Jakala/Andres Williams via Ground Control Films Voice Actors
Brian Yessian Yessian Music CCO
Mike Baluha/Benjamin Lantz/Philippe LeSaux/Scotty Gatteno Yessian Music/Sound Design Game and Trailer Sound Design/Mix/Music Editing Team
Maddy Rao Mindshare Managing Partner, Global Planning
Cindy Chia/Zarak Khan/Chrissea Soo/Tan Wei Mei/Ivy Loh Mindshare Malaysia General Manager/Associate Director/Manager Planning TeamGSK/Implementation team
Sebastian Quek/Natalie Ho/Peter Yeo/Diyana Siyafiqah Grey Group Singapore Digital Creative Team
Stacy Wallace/Rida Alvi GSK (Malaysia) General Manager/Senior Brand Activation Manager
Dessi Lavery/Rasyidi Rahman GSK Area Marketing Team
Michelle Chee/Zen Yee Thian/Anne Oh Geometry Malaysia Account Management Team
Stella Soong/Jesmine Lum/Kong Yi Kim Geometry Malaysia Activation Team
Chui Tuck Loong/Kevin Lou/Rudy Zulkifly/Tony Lim Geometry Malaysia Creative Team
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