Strategy Media

Advil Custom Gamification


Advil Custom

  • Services: Media, Strategy

Geronimo was tasked wtih executing VR in a disruptive manner across key consumer touchpoints. The objective was to drive scale and awareness for the Advil brand and increase 2.4% market share to 2.6.

Looking at 1 month post activity (August 2016), Advil has grown its sales by +30% vs the same period last year. The only major activity for Advil in July period was the digital work and light TV support for Childrens (Advil). This strong performance has helped the overall Advil brand for 2016 – with YTD August tracking at +20% vs the same cumulative period in 2015 We are well on track to smashing our targets this year both in retail offtake and in internal sales. Implementing this digital work online helped reinforce our campaign and also reach out to our target consumers effectively.

— Jalene Tiu, Senior Brand Manager - Pfizer ANZ

Our Approach

Our approach focused on reaching the right audience with an engaging creative execution. To do this we utilised mobile's unique geo-targeting capabilities to reach grocery buyers, and app targeting to reach users who had fitness applications on their devices. The client provided a 360 video asset, however the creative was not as captivating as anticipated. Instead we used the look and feel of the asset to create a custom mobile game that utilised the native functionality of the phone.

The results were the highest ever brand share achieved – 3.1%, 10% Growth in tablet sales and 30% Growth in overall Advil sales.

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