2 November, 2017

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

By Rebecca Tilly

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

Media: PHD

Social: Havas

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