Title | GO ON |
Brand | GAVISCON |
Product/Service | HEARTBURN RELIEF |
Category |
A01. OTC Medicines |
Entrant
|
HAVAS LONDON, UNITED KINGDOM
|
Idea Creation
|
HAVAS LONDON, UNITED KINGDOM
|
Production
|
HAVAS LONDON, UNITED KINGDOM
|
Credits
Elliot Harris |
Havas London |
Executive Creative Director |
Dave Mygind |
Havas London |
Creative Director |
Elliott White |
Havas London |
Copywriter |
Wil Maxey |
Havas London |
Art Director |
Anne Puech |
Havas London |
Business Director |
James Johnstone |
Havas London |
Account Director |
Kate Sheppard |
Havas London |
Account Manager |
Louise Bonnar |
Havas London |
Head of TV production |
Sarah Sharpe |
Havas London |
Producer |
Debbie Regasa |
Havas London |
Assistant Producer |
Fran Ellis |
Havas London |
Assistant Producer |
Tilly Swan |
Havas London |
Strategy Director |
Jenika Hadipour |
Havas London |
Strategist |
Chantelle Begley |
Havas London |
Head of Strategy |
Why is this work relevant for Integrated?
Gaviscon traditionally focused on TV to reach the masses.
To engage with a new younger audience, a different approach was needed. Integrated was the way forward – we met them where they needed us most, on the ground and in their digital world.
We gave them solutions to heartburn beyond medication. We partnered with Youtube chef Max Halley, creating pH-neutral food which we toured across UK festivals. OOH directed people to where we were, and drove awareness near their favourite haunts.
And, when they googled symptoms, we served them digital content, showing how to conquer heartburn through our Night Labs.
Background
We discovered an opportunity to capture a new generation of heartburn sufferers. It wasn’t our classic 55+, it was millennials…and we’d never spoken to them before. We discovered that heartburn was striking at the tender age of 23, often at night, due to late night revelry – food, booze, lack of sleep.
Gaviscon has always talked to the older generation, but that wasn’t appealing to this new audience.
They thought we were old, dusty, medical. Not for them. We didn’t look the part and we certainly weren’t speaking their language.
Research showed that 75% of consumers stuck with the first heartburn treatment they used, so the mission was clear: get them to recognize their symptoms as heartburn, and to treat with us.
To do this, we needed to rebrand Gaviscon specifically for this audience. We came alive at night, and went from pink and teal… to neon.
Describe the creative idea
Heartburn shouldn’t stand in the way of a great night out. We’re going to do everything in our power to keep heartburn levels down, when and where you need it.
With Gaviscon Double Action, we’re on hand to keep the good times rolling. So you can Go On.
Describe the strategy
We found this audience was plagued by two heartburn triggers; eating fatty foods and eating late at night. This was our in. We could meet them in the middle, where their passions and triggers collided; on a night out. Too often, nights on the town would be dampened by the pain of heartburn, striking after a delicious (and probably fatty) meal or late-night snack.
We became a facilitator of the good times, letting them enjoy their experiences without the downside of heartburn tarnishing their enjoyment. We allowed them to Go On with their night.
Describe the execution
First, we popped up at major UK festivals, giving out pH-neutral food to help keep heartburn away.
We used neon OOH to direct party-animals to our activation and showed off our tour on social feeds across the nation, raising awareness of heartburn and our Go On campaign.
Digitally, we launched the Gaviscon Night Labs content series to entertain our audience with ridiculous food inventions to help keep heartburn at bay.
These inventions ranged from a fast food flavoured gobstopper… to a fat-free, fast food flavoured frozen yoghurt. Delicious.
And to reward everyone for watching this content, viewers could win real life inventions straight from our Night Labs.
This is a long-term brand platform that allows us to keep talking to our audience when and where they need us most.
Watch this space for more uninterrupted nights out and experiments ahead.
List the results
This campaign smashed our targets
• 1 in 3 are now more likely to purchase Gaviscon after seeing our campaign.
• 10% increase on the ‘Brand for me’ metric (when we started from 0)
• With over 4 million views, this is our most talked about campaign with both industry press and
consumers
• We over-delivered on click-through rate by 22%
Most importantly, we got our audience enjoying their nights out, without the pain of heartburn. We got them, to Go On.