2016 Winners & Shortlists

THE NUTRIQUEST CAMPAIGN

BrandGSK
Product/ServiceHORLICKS
EntrantGREY GROUP Singapore, SINGAPORE
CategoryIntegrated Campaign Led By Promo & Activation
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Advertising Agency 2 POSSIBLE CEE Budapest, HUNGARY
Production Company GROUND CONTROL London, UNITED KINGDOM

The Brief

In past years, Horlicks convinced thousands Pakistani mothers with powerful facts: it's scientifically proven to help children grow tall, strong and sharp. No wonder mothers believe it's good. But getting kids to demand it, pestering moms to buy more: that wasn't a reality. Horlicks lacked appeal for children. They didn't think it was 'cool', making it harder for moms to get them to have it daily. This had to change to substantially grow share and sales. The NutriQuest platform activates children through an engaging narrative and a state of the art mobile game - linked directly to sales-driving mechanics.

Creative Execution

NutriQuest is the gamification of everything product entails. It's based on a powerful narrative: the Horlicks factory has been captured by the robot army of an evil scientist who wants to stop children from growing tall, strong and sharp. In the state-of-the art mobile game kids fight back. They go on a obstacle-ridden, robot-infested journey through 3 worlds and 30 levels in stunning 2.5D design. All game mechanics are branded - i.e. in order to win, you need to use TALL, STRONG and SHARP boosters. But it's more than a edutainment game. Narrative and characters became the connecting glue across all touchpoints. With a cinematic trailer and video content on digital media pushing for downloads. With in-game messaging pushing to share/rate. With gamezone in malls activating the shopper. With special edition packs and associated promotional TV as well as instore media driving sales.

Describe the success of the promotion with both client and consumer including some quantifiable results

Strategy and approach paid off in a big way. From June to August 2015 alone all predefined metrics and KPI for impressions, reach, conversion, downloads and active engagement were already exceeded (over-indexing at astonishing +250 to +375). Our video/broadcast content proved to be sticky, leading to a 100%-video completion rate of 78% (benchmark: 50%). It also created phenomenal conversion rates: 2M video views (triggered via Facebook, banners, etc) achieved 1.3M clicks to app stores (Google/Apple). Instead of 5% installs (KPI), we achieved 10.5%. And it didn't stop there. Kids clearly love NutriQuest - consistently giving it 4+ ratings. And crucially, this love substantially drove business: +25% sales increase directly campaign-related (data: buys of special edition packs, redemption of codes). Based on these outstanding results, Horlicks NutriQuest is currently seeing expanded roll out in other geographies. (Detailed results are supplied as confidential information for the jury only.)

Explain why the method of promotion was most relevant to the product or service

Horlicks is a GSK child-nutrition brand operating in the Fast Moving Consumer Healthcare category. The branded entertainment platform Horlicks NutriQuest was created to drive Pakistani kids' love for the product and brand - so they demand it more frequently from their moms, subsequently leading to higher sales. Hence: At its very heart this is a highly promotional campaign. The specific tactics deployed underline this. The game itself - its narrative, game play and mechanics - activate product benefits in a way kids understand and love to engage with. Launching this game was all about triggering instant action: download the game. But most importantly: Special edition packs with thousands of unique codes for additional content were deployed in order to directly link the content platform to sales. This was further supported through mall activations (game zones), in-store theatre and the broadcast of promotional trailers and ads.

Credits

Name Company Role
Michael Duffy GSK VP/Global Business Lead/Family Nutrition/GI
Tom Wells/Tom Shuttleworth/Jamie Stone/Goodies Narayanan GSK Category Marketing Team
Karim Wally/Murtaza Mahjooz GSK Area and Regional Marketing Team (Pakistan)
Till Hohmann Grey Group APAC Executive Creative Director
Antonio Bonifacio/Sara Badr/Haniah Omar/Eugene Tan/Luis Fabra/Sebastian Quek/Nat 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 Grey Group Singpore Account Management and Planning Team
Tibor Gulyas/Andras Nagy Possible Games Lead Developer/Project Directors
Adam Beczkiewicz/Peter Bikki/Mark Kormondi/Imre Budai/Ferenc Hallgato/Norbert Ur Possible Games Games Design and Art Team
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 Ground Control Films 3D Design and 2S Compositing Team
Alessandra Milani/Valentina Ventiniglia/Theo Davies/Ben Vince/Jill Wooster/Giles Ground Control Films Editing/Retouching and Concept Artist Team
Jim Jakala/Andres Williams through Ground Control Films Voice Actors
Brian Yessian/Jeff Fiorello Yessian Music/Sound Design Project Lead and Producer Team
Mike Baluha/Benjamin Lantz/Philippe LeSaux/Scotty Gatteno Yessian Music/Sound Design Game and Trailer Sound Design/Mix/Music Editing Team
Maddy Rao/Raza Syed/Ali Haider/Rafay Farooqi/Ghulam Jilani Mindshare Media Planning Team
Amna Khatib/Alina Khan/Jehangir Hussain/Uzair Anwer Mindshare/Group M Digital Media Planning Team