Title | SKIP THIS HEADACHE |
Brand | PANADOL |
Product / Service | PANADOL RAPID |
Category | A01. OTC Medicines |
Entrant | GREY 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 |
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 |
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).
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.