SKIP THIS HEADACHE

TitleSKIP THIS HEADACHE
BrandPANADOL
Product / ServicePANADOL RAPID
CategoryA01. OTC Medicines
EntrantGREY Singapore, SINGAPORE
Idea Creation GREY Singapore, SINGAPORE
Media Placement PHD SINGAPORE, SINGAPORE
Production HOGARTH WORLDWIDE Singapore, SINGAPORE
Production 2 GREYWORKS Singapore, SINGAPORE
Production 3 116 PICTURES Ho Chi Minh City, VIETNAM
Production 4 NO SMOKE PRODUCTIONS New York, USA
Production 5 FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE

Credits

Name Company Position
Marthinus Strydom Grey Group Singapore Executive Creative Director
Haniah Omar Grey Group Singapore Senior Art Director
Sara Badr Grey Group Singapore Senior Copywriter
Rasyiqah Rahman Grey Group Singapore Copywriter
Brenda Chung Grey Group Singapore Group Account Director
Keith Koh Grey Group Singapore Associate Account Director
Lena Huang Grey Group Singapore Account Manager
Christopher Cheah Hogarth Worldwide Audio Producer

The Campaign

Pre-roll ads are a headache. Panadol Rapid works so quickly that you can skip headaches in no time. To communicate this product benefit, we created a film specifically for the skip ad format. The longer they take to skip the ad, the more of a headache the film becomes (but on the bright side, the more of the product messaging they will see).

Creative Execution

The pre-roll ran on YouTube from April 15, 2018 - September 1, 2018 in Australia.

9.4% lift in Favorability. 11.6% lift in Purchase Intent.

The work is one of the rare pieces that actually uses the product's benefit as an actual function found in the online space, a powerful medium for branded content, a place where one gets entertainment. The brand/product even goes so far as to ask its viewers to 'skip' itself - which in reality, is something you don't see every day. Kind of ballsy, don't you think?

Nobody has time for a headache, especially the millennials in this fast-paced world. For this campaign, we leveraged on their real moments and their life's headaches - one of them being pre-roll ads. Viewers on this platform only care about one thing when they encounter a pre-roll ad: get to their video as fast as they can through the skip button. That is why we created a headache-of-a-pre-roll and encouraged viewers to skip the ad, or "skip this headache" quickly with Panadol Rapid.

Links

Video URL