GSK & whiteGREY Put Panadol’s Brand Purpose Into Action Via The ‘Home of Reconnection’

GSK & whiteGREY Put Panadol’s Brand Purpose Into Action Via The ‘Home of Reconnection’
SHARE
THIS



Pain relief brand Panadol has launched a brand campaign which aims to remind Australians to take time away from their devices and reconnect with friends and families.

Created by whiteGREY, Panadol’s brand campaign – led by the ‘Home of Reconnection’ activation – puts Panadol’s brand purpose into action. 

It broadens the conversation from ‘pain relief now’ to ‘switching off life headaches’ by offering Australians a chance to win a free stay at the ‘Home of Reconnection’. 

Chad Mackenzie, national ECD at whiteGREY, said: “The ‘Home of Reconnection’ is devoid of all technology and devices and invites guests to lock away their devices, switch off life’s headaches, often caused by technology overload, and reconnect with their family and friends.” 

Mackenzie said his team were delighted Panadol had embraced its brand purpose and it heralds an exciting way forward for the brand and consumer engagement. It’s also the first time Panadol has gone to market with an altruistic brand-focused campaign. 

“It’s a strong message and we are proud Panadol is at the forefront of encouraging Australians to switch off from technology and increasing their sense of wellbeing and health by spending more quality time with loved ones,” he said. 

“We’re very excited about what this means for the brand going forward and are delighted to share Panadol’s journey.” 

The campaign spans strategy, consumer research, activation, celebrity/influencer endorsement, microsite development and social media community management. 

A 90-second film, housed on a dedicated microsite, is the lead piece, and is supported by PR and shopper, including an in-store promotion to win a stay in the ‘Home of Reconnection’. 

Annalee Combis, marketing manager at Panadol, said: “The world is changing at an unprecedented pace and it’s more challenging than ever to stay ahead of the curve. 

“For 60 years, Panadol has been synonymous with managing pain caused by headaches, but headaches have changed, so the way we deal with them must change as well. 

“Our independent research highlighted many Australians have suffered tension/stress headaches or migraines due to being constantly switched onto their devices. 

“‘The Home of Reconnection’ will help Australians disconnect from technology and restore and reconnect with family and friends.” 

Well-known celebrity radio presenter Ryan “Fitzy” Fitzgerald was the first person to reconnect with his family and stay in the ‘Home of Reconnection’.

Panadol's 'Home of Reconnection'

CREDITS 

Client: GSK 

Area head of marketing, pain management: Brad Cook 

Marketing manager, Panadol: Annalee Combis 

Creative: whiteGREY 

National ECD: Chad Mackenzie 

Creative director: Ronojoy Ghosh 

Senior creatives: Brett Terblanche and James Blow 

Planning director: Lynn Clift 

Group business director: Monika Vidovic 

Senior account manager: Florent Moignard 

Designer: Rachel Harley 

Head of production: Terry Kerr 

Production: Hogarth 

PR: Edelman 

MediaPHD 

Social: Havas

 

Please login with linkedin to comment

Latest News

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]