2016 Winners & Shortlists

Brief Explanation

Horlicks (GSK) operates in a FMCG sub-section: fast moving consumer healthcare. It's a nutrition-product with scientifically proven benefits for children's development, helping them grow tall, strong and sharp. This attractive claim has compelled many mothers. But the brand lacked appeal to kids. In order to accelerate growth and drive brand love, GSK realised it had to move beyond winning moms with facts, to exciting and engaging kids directly. This is the reason for developing the NutriQuest platform – as the gamification of everything the brand and product entails. Direct Marketing played a crucial role in the successful launch in Pakistan. Frankly: the core audience of young children do not have smartphones, their moms do. And: you cannot reach kids directly via social media. The question became: how do we get the kids to play the game if we can't talk with them? By directly targetting and involving mothers first...

Creative Execution

We launched through social/digital media, focusing on our existing fan-base and targeting mothers. The storyline, the evil Dr. Greedy character and reassuring descriptions of the game became the content to convince mothers to allow downloads to their smartphones. The cinematic trailer and other video content played a key role - delivered right into the right inboxes. Once the kids were playing the game we then shifted to directly addressing them: with in-game-messaging and constant feedback, urging them to rate and share the game, and nudging them to get the special edition packs with unique codes to activate secret levels.

Results

All KPI for impressions, reach, and active engagement were exceeded (over-indexing between +250 to +375). Importantly, our content proved to be sticky, creating phenomenal conversion rates: 2M video views (triggered via Facebook and other digital media), achieving 1.3M clicks to app stores (Google/Apple), which in turn triggered 101.416 direct installs. Instead of the ambitious KPI of 5% installs (KPI), we achieved 10.5%! And it didn't stop there. Kids clearly loved NutriQuest - consistently giving it 4+ ratings. This love drove business: +25% sales increase directly campaign-related (data: buys of special edition packs, redemption of codes).