GSK Consumer Healthcare and Grey Group Singapore launch a 360 degree campaign centered on a game for kids for Horlicks Malaysia

akin.jpgGSK Consumer Healthcare and Grey Group Singapore breaks category norms to launch 'Horlicks Nutriquest', a 360 marketing campaign that is built around a fully immersive game for kids, designed to help educate them on the importance of nutrition. This innovative campaign created for Horlicks focuses on bringing the brand campaign "kids want to be tall, strong, and sharp" to life in a new and engaging way reaching kids as well as their mums.

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damien.jpgThe game, game trailer, in-store retail engagement, digital and social media have been created by a team of experts from around the world including Grey, Ground Control (animated trailer), Possible Games (game development) and Yessian Music, making this a first for the brand in pulling together a global team of digital creators.

Horlicks' purpose is to help fulfill the potential of children by providing nutritional requirements by supplementing their existing diets to help them grow tall, strong and sharp. It can be a challenging task for parents to teach young children the importance of nutrients in a stimulating way so the brand decided to relook at nutrition education and identified gamification as the way to ensure the brand would resonate with children in 2016.

FB_Game_2016.jpgHorlicks 'Nutriquest' is a truly immersive experience across all touch points with a powerful storyline and impressive set of engaging characters. The entire campaign focuses around the story of Dr. Greedy and his Metaloids taking over The Horlicks Factory. In order to stop the evil genius, four heroes - Omair, Akin, Ida and Damien - unite. These Tall, Strong and Sharp kids must complete 30 levels, which are split into three different worlds - City, Jungle and The Horlicks Factory - to defeat Dr. Greedy and his Metaloids. They will need help along the way so in all communication materials, the heroes invite other kids to join them, asking them the question "Are you tall, strong and sharp enough to beat Dr Greedy?"

Consumers are called to join their quest by playing the 'Nutriquest' game and ensuring the hero's make it to the end. Upon downloading the application, users are required to either select one of the heroes or create their own character to begin the mission. Throughout each stage, users will collect 'Nutricoins' and Tall, Strong and Sharp 'Boosters' that will enable them to excel through the levels and take back the Horlicks factory.

ida.jpgOverall, the game's design and functionality displays technical craft, graphics and music that can be compared to the best (paid for) apps that consumers are currently buying on the app stores. Each character is designed in line with popular culture through complex CGI processes and the music was produced by a recognized sound producer, Yessian Music and Sound Design, in New York, ensuring all aspects of the game are truly world class.

omair.jpgIn addition to the game, a two minute game trailer was developed by internationally renowned director, Thierry Marchand from ground(ctrl), who was previously nominated for an Oscar and has worked with DreamWorks.

The campaign's use of digital and social media, including Facebook, YouTube, Wikipedia, and Vimeo, as well as tailor made in-store theatre, limited edition merchanise and special display systems, seeks to grab the attention of many.

"The Horlicks 360 marketing campaign aims at driving brand love of kids and mothers by leveraging a gaming platform that has never been seen at this scale before in the healthcare industry. The level of craft in the campaign alongside the gaming experience offered is a bold step by a brand that is committed to changing category norms. In partnership, Grey and GSK Consumer Healthcare are dedicated to delivering work that sets a high benchmark with a new younger target market and showing our competition how it's done!" said Till Hohmann, Executive Creative Director of GSK, Vice President, Grey Group Asia Pacific.

Launch_FB_NQ_Jungle.jpg"Horlicks brand purpose is to nourish the world's potential. We do this by providing mums with science-backed nutrition for her children that she can trust. Engaging with kids in fun and informative ways so they can relate to us, and even love us as a brand, is equally important. Both of these objectives are strongly supported by a tight focus on education around nutrition science. Horlicks Nutriquest achieves both of these, building engagement with kids as well as educating them around the benefits of Horlicks as a solution that can help them nourish their potential. We have tapped into a very relevant part of their world in gaming and are delivering a step change in how we communicated the science behind our products with this digitally innovative platform." said Michael Duffy, Global Business Lead Family Nutrition, GSK.

Credits:
GlaxoSmithKline Consumer Healthcare:
VP & Global Business Lead, Family Nutrition: Michael Duffy
Marketing Director Asia, Family Nutrition: Tom Wells
Shopper & Digital Implementation Manager: Tom Shuttleworth
Global Head of Design, Category Nutrition: Jamie Stone
Area Senior Brand Manager, Family Nutrition: Rasyidi Rahman
Area Marketing Director, Oral and Digestive Health: Dessi Lavery
Senior Brand Manager, Nutrition: Rida Alvi
Grey Group:
Executive Creative Director & Vice President: Till Hohmann
Creative Director: Antonio Bonifacio
Art Director: Haniah Omar
Copywriter: Sara Badr
Junior Art Director: Eugene Tan
Senior Graphic Designer: Luis Fabra
Vice President and Senior Executive Producer: Brendan Cravitz
Producer: Lauren Reilly
Vice President, GSK: Mimi Nicklin
Executive Vice President, GSK: Tom Evans
Account Director: Penelope Wetherill
Account Manager: Celestine Quek
Vice President, Global Strategy Director: Judd Labarthe
Regional PR & Corp Communications Director: Huma Qureshi
Regional Corporate Communications Executive: Pang Yanrong
Grey Digital:
CEO & Chief Digital Officer S.E. Asia: Ben Tan
Digital Project Manager S.E Asia: Nicolas Brosse
Digital Account Director: Narayanan Goplan
Digital Lead - Regional Director, SEA: Suresh Ramaswamy
Account Manager, SEA: Leong Chen Kang
Group Head of Digital Planning, SEA: Sanjana Chappalli
Regional Digital Planner: Ali Merchant
Art Director: Sebastian Quek
Designer: Natalie Ho
Regional Social & Content Specialist: Diyana Syafiqah
Social Content Analyst: Peter Yeo
GreyWorks:
Head of Broadcast Production: Jacinta Loo
Producer: Harie Herman
Account Director: June Foo
Transcreation Account Manager: Vinod Narain
GreyWorks Editorial Assistant: Bobby Aguila
External Partners:
Production House (For TVC): Great Guns
Director: James Teh
Executive Producers: Richard Skepper, Carl Wyant, Mathew Alden
Producers: Suthida Chupol, Khwanhathai Chainontee
Assistant Producer: Worapol Srivijit
Production Manger: Kan Karin
Assistant Director: Tachynee Boonyasena
Location Manager: Kanniga Srichan-On
DOP: Sinthop Sophon
Production Designer: Nattachai Kitjanawanchai
Prop Master: Lalita Keereekongsakol
Wardrobe Stylist: Piyachat Paludsongkram
Casting Director: Nittaya Hountum Kanjanick Suthipaet
Post Production (For TVC): thequietlab
Editor: Randall Lee
VFX Artist: Colin Foo
Original Music & Sound Design (For TVC): Yessian Music
CCO: Brian Yessian
Composer: Mark Chu
Production House (For Trailer): Ground Control
Director: Thierry Marchand
Executive Producer: Michael Stanish
Producer: Phoebe Scott
Editing & Post Production (For Trailer): Ground Control
Editor: Alessandra Milani, Theo Davies
Flash: Valentina Ventiniglia
Storyboard Artist: Ben Vince
Retouching: Jill Wooster, Giles Angel, Rob Ison
Voice Actors: Jim Jakala, Andres Williams
Concept Artist/ Matte Painter: Manuel Tanon Tchi, Julien Rossire
3D Design & Animation (For Trailer): Ground Control
CG Supervisor: Mark Gregory
2D Supervisor: Rachel Wright
3D: Chris Hutchinson, Ian Potsos, Anneli Larson, Rachel Wright, Luke Satriani, Ben Mars, Eduardo Castells, Richard Kleiner, Jaime Fernandez, Niovi Phinopoulou, Boris Kossmehl, Dan Willers, Conor Ryan, Dan Lane, Omar Sarmiento, David Brooks, Juri Fripp, Paul Claessens, Ian Potsos
2S Compositing: Andrew Bayliss, Sam Meisels, Luke Satriani
Original Music & Sound Design (For the Trailer): Yessian Music
CCO & Executive Producer: Brian Yessian
Producer: Jeff Fiorello
Sound Design/Mix/Music Editing: Mike Baluha, Benjamin Lantz
Game Developers: Possible Games
Producer, Lead Developer: Tibor Gulyas
Project Director: Andras Nagy
Art Director: Adam Beczkiewicz
Art: Peter Bikki, Mark Kormondi, Imre Budai, Ferenc Hallgato
Programming: Kornel Meszaros, Tamas Varga, Jozsef Pesti
Game design: Norbert Urban, Daniel Moro
Quality Assurance: Norbert Urban, Daniel Moro, Gloria Gyori, Gabor, Megellai, Gabor Radi
Original Music & Sound Design (For the Game): Yessian Music
CCO & Executive Producer: Brian Yessian
Producer: Jeff Fiorello
Sound Design/Mix/Music Editing: Mike Baluha, Benjamin Lantz, Philippe LeSaux, Scotty GatteƱo
Media Agency: Mindshare
Managing Partner, Global Planning: Maddy Rao
Head of Digital (Group M): Amna Khatib
Business Director: Raza Syed
Business Manager: Ali Haider
Media Planner: Rafay Farooqi
Digital Planner (Group M): Alina Khan
Assistant Digital Planner: Jehangir Hussain
Senior Media Planner: Ghulam Jilani
Media Buyer: Zeeshan Mehdi
Research: Uzair Anwer
Essence PR
Faye Lingarajan - Associate Director
Chang Shu Ting - Sr PR Executive
Sharina Ros Kamal - Sr PR Executive

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