| Title | SKIP THIS HEADACHE |
| Brand | PANADOL |
| Product / Service | PANADOL RAPID |
| Category | C01. Online Ad |
| 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 |
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.
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.