A global digital campaign for Panadol Cold and Flu driven by search, intent and context to stop the spread!
From Hong Kong to Arabia and South America, Panadol Cold and Flu’s Block Pop Wash global campaign was a piece of dynamic creative that targeted people at greater risk of catching a cold or flu.
You’re taking Panadol Cold & Flu wrong
Panadol Cold and Flu has no shortage of buyers, but the problem is that people buy it when it’s too late, rendering the product less effective than it could be. The product should be used as a pre-emptive measure, when symptoms are first experienced, or when you may be at the mercy of a flu bug.
Getting people to purchase Panadol Cold and Flu pre-symptoms will give the Panadol Cold and Flu a sales boost and increase the efficacy of the product.
Living Dangerously
The spread of cold and flu is often magnified by factors such as increased rainfall or human traffic, conditions that we are already aware of, but not always mindful about. So the idea was to get Panadol Cold and Flu to circumvent the onset of the flu with a dynamic announcement system through display ads and bumpers on YouTube targeting people at a time where they are most susceptible, then telling them to pick up a pack of Panadol Cold and Flu as a pre-emptive measure.
The spread of cold and flu is often magnified by factors such as increased rainfall or human traffic, conditions that we are already aware of, but not always mindful about. So the idea was to get Panadol Cold and Flu to circumvent the onset of the flu with a dynamic announcement system through display ads and bumpers on YouTube targeting people at a time where they are most susceptible, then telling them to pick up a pack of Panadol Cold and Flu as a pre-emptive measure.
Where the virus goes to work
From early morning transits to crowded towns on the weekends, or even people who’ve just flown in and are passing through the airport, these are people we know are at a higher risk of catching the cold or flu.
With weather forecasts, footfall data and event calendars that forecast large crowds, we were able to collate these instances that may trigger a cold or flu and use it to inform a matrix of conditions that would determine which ad would be served to the target, driving them to purchase a pack of Panadol Cold and Flu
The initial content matrix used to organise different conditions to deliver a personalised outcome
Campaign phlegm
We learnt several things from the first round of creative we proposed. While we wanted highly dynamic creative that could pinpoint locations and time, we discovered that a user’s location could not be triangulated that closely and by the time the ad was received, they may no longer be in the location.
The campaign was simplified to a series of data points that triggered delivery of creative. For example, if it was raining we’d use DCO to tell you “Heavy downpour? Don’t let your nose experience it too. The flu spreads faster in damp conditions”.
And if you were out shopping, we’d drop you one that said “Shop till you drop this weekend, just not from the flu”.
The initial content matrix used to organise different conditions to deliver a personalised outcome
Client
Panadol
Agency
Havas Singapore
Chief Creative Officer
Valerie Cheng
Creative Director
Jared Kang
Creative Director
Alexander Lim
