Who: Haleon-owned pain relief brand Advil, with Edelman for strategy and creative, Publicis on media.
What: “Head Settings,” a new campaign targeting the largely untapped audience of Canadian gamers with guidelines to help decrease the likelihood of headaches and possibly improve their gaming experience.
When & Where: The campaign is running across a variety of digital channels, including social and OLV, with influencer support. There's a big
What: “Head Settings,” a new campaign targeting the largely untapped audience of Canadian gamers with guidelines to help decrease the likelihood of headaches and possibly improve their gaming experience.
When & Where: The campaign is running across a variety of digital channels, including social and OLV, with influencer support. There's a big
buy on streaming platform Twitch, including a full-day homepage takeover on its launch day (Jan. 16), as well as pre-roll video, display ads and influencer promotion on TikTok for the rest of the month. The campaign is expected to run across the bulk of this year.
Why: The effort is an extension of Advil’s “strong and broad media approach,” senior brand manager Amrita Maharajh told The Message. “As our strategy is evolving and we continue to seek more opportunities to reach new audiences, we found that going after unique and targeted audiences would help us to differentiate from our competitors and also drive more meaningful relationships [with those audiences].”
In Canada, there are more than six million gamers playing on everything from mobile devices and consoles to their home computers, Maharajh said. Rather than present Advil as the best pain-relief option for gamers when they get a headache, it is trying to prevent gamers from getting a headache in the first place—trading off a direct call-to-action for longer term brand affinity.
"The introduction of Advil 'Head Settings is one way Advil is living its brand purpose of helping Canadians reclaim life’s possibilities," said Maharajh. "This campaign underscores our commitment to the importance of taking care of your well-being while doing something you love to do. We're not just helping to reduce gaming headache triggers; we're empowering gamers to customize their performance, comfortably."
The campaign represents a "shift" for the brand, she added. "It’s about creating guides that will help improve the gamer’s experience and that tie back to our purpose, which is to reclaim life’s possibilities.
"This isn’t just about the typical category message. It’s about connecting with the audience of gamers in a way that allows them to better experience doing something they love, and that’s really at the core of what Advil stands for.”
How: Advil paired with cognitive scientist Dr. Séamas Weech and gamer Michael Tash to develop downloadable guidelines for PC gamers that can reduce the triggers leading to headaches. The effort is targeting seven video game genres, including first- and third-person, role-playing, and sports and racing games.
Presented in the form of flowcharts, the guides outline the ideal settings that players can use in their games, pertaining to everything from brightness to texture and anti-aliasing. They are being promoted heavily by influencer walkthroughs, and can be read in full on a landing page developed specifically for “Head Settings.”
And we quote: “This is an opportunity to create a meaningful and authentic relationship. The approach we’ve taken is to elevate this to a different level,” Maharajh explained. “We’re really pioneering an approach to reach our gaming audience and entering new platforms like Twitch, where we haven’t been before, and where other pain relief brands aren’t playing in the same way.”
[videopress 67aU0lmf]
Why: The effort is an extension of Advil’s “strong and broad media approach,” senior brand manager Amrita Maharajh told The Message. “As our strategy is evolving and we continue to seek more opportunities to reach new audiences, we found that going after unique and targeted audiences would help us to differentiate from our competitors and also drive more meaningful relationships [with those audiences].”
In Canada, there are more than six million gamers playing on everything from mobile devices and consoles to their home computers, Maharajh said. Rather than present Advil as the best pain-relief option for gamers when they get a headache, it is trying to prevent gamers from getting a headache in the first place—trading off a direct call-to-action for longer term brand affinity.
"The introduction of Advil 'Head Settings is one way Advil is living its brand purpose of helping Canadians reclaim life’s possibilities," said Maharajh. "This campaign underscores our commitment to the importance of taking care of your well-being while doing something you love to do. We're not just helping to reduce gaming headache triggers; we're empowering gamers to customize their performance, comfortably."
The campaign represents a "shift" for the brand, she added. "It’s about creating guides that will help improve the gamer’s experience and that tie back to our purpose, which is to reclaim life’s possibilities.
"This isn’t just about the typical category message. It’s about connecting with the audience of gamers in a way that allows them to better experience doing something they love, and that’s really at the core of what Advil stands for.”
How: Advil paired with cognitive scientist Dr. Séamas Weech and gamer Michael Tash to develop downloadable guidelines for PC gamers that can reduce the triggers leading to headaches. The effort is targeting seven video game genres, including first- and third-person, role-playing, and sports and racing games.
Presented in the form of flowcharts, the guides outline the ideal settings that players can use in their games, pertaining to everything from brightness to texture and anti-aliasing. They are being promoted heavily by influencer walkthroughs, and can be read in full on a landing page developed specifically for “Head Settings.”
And we quote: “This is an opportunity to create a meaningful and authentic relationship. The approach we’ve taken is to elevate this to a different level,” Maharajh explained. “We’re really pioneering an approach to reach our gaming audience and entering new platforms like Twitch, where we haven’t been before, and where other pain relief brands aren’t playing in the same way.”
[videopress 67aU0lmf]
