Title	EXCEDRIN - THE MIGRAINE EXPERIENCE
Brand	GSK CONSUMER HEALTHCARE
Product/Service	EXCEDRIN MIGRAINE
Category	B01. Education & Awareness (incl. Fundraising and Advocacy)
Entrant	DDB REMEDY London, UNITED KINGDOM
Idea Creation	DDB REMEDY London, UNITED KINGDOM
PR	WEBER SHANDWICK New York, USA
Additional Company	GSK CONSUMER HEALTHCARE Warren, USA

Name	Company	Position
Martin Hafley	DDB Remedy London	Creative Director
Lauren Dyer	DDB Remedy London	Global Creative Lead
Michal Kaminski	DDB Remedy London	Global Art Director
Gavin Daniel	DDB Remedy	Senior Copywriter

The Campaign

To show the world what a migraine really looks like through a sufferers' eyes by developing the world's first augmented reality migraine simulator. Now sufferers can finally feel understood. Seeing is believing.

Creative Execution

The simulator was developed using a virtual reality headset, twin mounted HD cameras and a wireless controller to manage the intensity of symptoms. For the symptoms, we teamed migraine sufferers with VR developers in order to recreate the exact visual effects of a migraine. Then, friends, family and coworkers of four migraine sufferers were challenged to use the Migraine Simulator and to take on the visual symptoms of the sufferers as part of a regular day. We filmed them experiencing the symptoms in a variety of controlled environments, from a crowded cafe to a busy subway train, creating “The Migraine Experience,” a wealth of content that demonstrates the true impact of migraines. “The Migraine Experience” campaign was launched in the US in April 4, 2016 on TV and online. To raise further awareness, we developed The Migraine Experience app. Now anyone can see what a migraine really looks like.

The campaign launched on April 4, 2016. In the first three weeks we saw: • 400MM impressions from 294 placements • 3.9MM views on YouTube • The campaign doubled the number of people who had heard of Excedrin through YouTube • 1.49MM hours of brand exposure • 18.4k hours of brand interaction time, which is the equivalent to watching the video nonstop for more than two years • The campaign took Excedrin to a new level, increasing “Brand Love” on social media. It generated 390K social engagements. Majority of engagements are “high value” sharing/retweeting and commenting — with extremely positive consumer reactions, moving many migraine sufferers to tears • Some direct impact on brand interest, with searches surging 53%. Additionally, “Excedrin Migraine” was the fastest-growing search term in the headache and migraine category as a result of the campaign

“I want my loved ones, my colleagues, to finally understand, to see what I am going through when I have a migraine. I want them to see how debilitating migraine can be.” Our strategy was rooted in the above insight and the strong belief that migraine sufferers should be involved through the whole process: from the development of the migraine simulator to the finalization of “The Migraine Experience” film. This enabled us to create a piece of standout communication that spoke to our audience in a personable and honest way, and also demonstrated Excedrin’s empathy and unique understanding toward migraine sufferers.