gsk – Campaigns of the World

The Theraflu Tracker by GSK – The best way to avoid the flu is by predicting it

COTW — Wed, 23 Mar 2022 05:13:46 +0000

GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Challenge
GSK’s products and solutions help people across Mexico fight the cold and flu season. But the most complex issue is being able to predict the right time to communicate with customers, highlight the problems, and mitigate the risks associated with the spread of the disease. This silent, invisible condition can slow down the economy and put lives at risk.

Inspiration
Cold and flu season has become a significant public health problem in Mexico. In 2018 alone, more than 23.8 million acute respiratory infections and 500 deaths were due to influenza.

Given that artificial intelligence and predictive data modelling has enabled business and industries all over the world to accurately predict future states and influence positive behavioural change in real-time, could the creative application of data inspire the most impactful use of messaging as a solution to ultimately save lives?

Idea
GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Leveraging eight years of infection data from the National Institute of Epidemiology, they layered in weather data from more than 80 cities, considering over 50 variables such as temperature, weather, humidity, etc. and analysing word trends in Google searches geolocating social media activity related to flu symptoms. This enabled us to accurately and efficiently deploy GSK’s Theraflu product messaging and customer experiences across Mexico precisely the right moment ahead of the approaching disease.

Credits
Brand:GSK
Product: Flu-Tracker
Campaign: Theraflu Tracker
Agency: Wunderman Thompson

Tags: Innovation, Pharmaceutical, Data, Creative Commerce, Technology, Location, Mobile, Wunderman, Wunderman Thompson, Mexico, Latina, GSK, Experience, Award-Winning, Theraflu, flu tracker, Health

GlaxoSmithKline: Breath of life – Tradition, technology, and art put together to make a life-saving piece of tech

COTW — Sat, 27 Feb 2021 13:22:26 +0000

Chronic Obstructive Pulmonary disease is a serious health concern that is largely ignored as people consider it just shortness of breath. 100 Million people get diagnosed with COPD in China every year. While the number of people getting diagnosed is already very high, the real numbers are still huge and undiscovered. GlaxoSmithKline, along with McCann health and Wechat, has discovered a high-tech, cultural, and effective way of diagnosing people. The breath of life is a program set to function with the largely popular Chinese messaging app, WeChat. The user is supposed to blow air into the mobile phone’s microphones, which will result in the formation of the traditional Chinese blow painting on the screen of the mobile phone. If the painting is 70% and more than 70% complete, then there is a greater chance that one is free from the disease. If not, one is advised to get tested.

The first week of the campaign launch got a whopping 10000 click-throughs, and the numbers are only supposed to increase. The breath of life campaign also received the Grand Prix award at the Cannes ad festival.

The campaign has beautifully been able to establish a great symphony with technology, culture, and science. The Chinese pay huge respect to their traditions and culture, and this is one great way to display the beautiful form of art with great and helpful functionality.

Credits
Brand: GlaxoSmithKline
Campaign: Breath of life
Advertising Agency: McCann Health

Women’s Horlicks: Stories of Strength | #StandStrong

COTW — Thu, 28 Mar 2019 07:40:38 +0000

Women’s Horlicks with its new campaign urges women to invest in their physical strength with Stories of Strength #StandStrong

Women are known always known for their mental/emotional strength for being the backbone of the family, but rarely for their physical strength. Women’s Horlicks wanted to break this very notion through its latest campaign, ‘Stories of Strength’. The campaign celebrates women who dared to follow their unconventional dreams and showed the world that they are not just mentally but physically strong too. The campaign also urges strong women to take care the very thing that makes them strong from within: their bones. The brand firmly believes that if women become as strong in mind as they are in mind, they can go out and conquer whatever they set their eyes on. Bone health is extremely important, as every 1 out of 2 Indian women are at a risk of low bone mineral density (BMD) which can lead to osteoporosis.

Adding more depth to the ‘Stand Strong’ narrative and to celebrate and support physical strength amongst women, Women’s Horlicks collaborated with:
– Dr. Seema Rao – India’s first women commando trainer
– Ratna Singh – India’s first female naturalist
– Uma Das – India’s first woman Dhaki player

These women explain the challenges and difficulties they faced in their unique career choices along with the physical and mental strength it required to fulfil their dreams.

With this campaign, Women’s Horlicks empowers women to breakdown the misconception that women can’t be not physically strong. It also aims to engage, encourage and equip women with the physical strength that is needed to follow their passions.

Women’s Horlicks encouraged women to write their own stories of strength and share them at #StandStrong. Physical strength is displayed by women in various facets of life. But it is not talked about, not encouraged or celebrated. Now it is time we celebrate their stories of physical strength too.

Uma Das

Meet Uma Das as Women’s Horlicks traces her journey of becoming India’s first woman Dhaaki. Listen to her #StoryOfStrength on how she broke age old conventions and followed her heart. She is now an inspiration for many women who want to follow her footsteps.

Ratna Singh

Meet Ratna Singh as Women’s Horlicks traces her journey of becoming India’s first woman naturalist. Listen to her #StoryOfStrength on how she not only beat 500 applicants to get her dream job but also is on the path of teaching and encouraging tribal women to become independent.

Dr. Seema Rao

Meet Dr. Seema Rao as Women’s Horlicks traces her journey of becoming India’s first and only woman commando trainer. Listen to her #StoryOfStrength on how she prepares others for putting up a fight. She wants women to find their inner strength and be self sufficient in life both physically and mentally.

Credits
Client: GSK Consumer Healthcare
Brand: Horlicks
Product: Women’s Horlicks
Campaign: Stories of Strength
Hashtags: #WomensHorlicks #StandStrong #StoryOfStrength
Creative Agency: FCB India
CCO: Swati Bhattacharya
Creative Team: Anusheela Saha, Gayatri Sriram, Sumitra Sengupta, Amna Rahman, Anamika Kumari, Sreya Basu, Swati Singh, Ushna Chowdhuri, Tushar Singh
Account Management: Debarpita Banerjee, Sareesh James Kutty, Swati Mongia, Abhijeet Nagar
Planning: John Thangaraj, Tanvi Arora, Archita Ghosh
Director (of the TVC): Surjo Dutt Executive Producer: Mayuk Hazarika Production House: FuelContent

Tags:
GSK, GlaxoSmithKline, Digital, GSK Consumer Healthcare, Fitness, FCB FuelContent, FCB Ulka, Women Empowerment, Health, FCB India, Digital Campaign, Film, Inspiring, Horlicks campaigns, Horlicks Ads, Best Digital Campaign, Social media Marketing, Digital Innovation

Bottle of love by Horlicks India | A special kind of nourishment shipped in Horlicks bottles. #FearLessKota

COTW — Fri, 08 Feb 2019 11:43:58 +0000

Kota is a place best known for its abundance of coaching centres. It is the third most populous city in Rajasthan, and a large chunk of that population is attributed to aspirants of medical and engineering entrance tests. In such a setting, intense pressure and soul-tearing competition are at its peak throughout the year. Students go through a traumatizing experience that compares to the most gruesome trials a human being can go through. In the wake of this plight, Horlicks recently put together a campaign to assuage some of the emotional strain that the young inhabitants of Kota go through. As briefed in the promotional video, Bottle of love is a mother’s love, delivered in a bottle.

The firm responsible for the ideation of the campaign is FCB India, a Mumbai based advertising agency. The idea was to rekindle the missing sense of nourishment in students studying far from home. It was executed by asking the mothers of the kids studying in Kota to pack their personalized symbols of love in Horlicks bottles. From home-made butter to Banana chips, the mothers of these kids packed them a wide array of items that reconnected them with their roots.

The same bottles were later shipped off to the respective coaching centres of the aspirational students residing in Kota. What ensued later was an aura composed of joy, and a chain reaction leading to rejuvenated spirits and happy faces.

We feel that this campaign takes compassion to a place that is overlooked by many. It is a one-of-its-kind initiative that adds a positive spin to the many challenges of being a student in India.

Horlicks India – #FearLessKota #BottleOfLove

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Credits:
Client: Horlicks India (GSK Consumer Healthcare)
Category: Healthcare
Campaign: Bottle of love
Creative Agency: FCB India
CCO: Swati Bhattacharya
Creative Team: Abhijeet Ray
Account Management: Debarpita Banerjee, Shreekant Srinivasan, Vishakha Khatri
Planning: John Thangaraj, Gurleen Pal
Director (of the TVC): Veneet raj bagga
Exécutive Producer: Aanchal Bhargava, Anshul Jain
Production House: Onions Creative Media
TVC Details: Digital

Fearless Kota – Horlicks’ powerful message on the missing Emotional Nutrition in a Student’s Life

COTW — Fri, 02 Feb 2018 09:27:42 +0000

It’s just the 2nd month of 2018, but Horlicks India is already on a roll with two back-to-back campaigns. While the #NoFearNewYear campaign launched early this year addressed the issue of exam fear among secondary and high school students, the latest unveiled campaign, Fearless Kota – Horlicks, focuses on students who’re all set to take the IIT exams in the upcoming months. Talk about being relevant and timely!

Fearless Kota, Horlicks’ new digital campaign created by the advertising agency, FCB Ulka uses compelling video content to give us a glimpse into the lives of students at the coaching hub of India, Kota. Over the years, Kota has seen a rapid rise in the number of student suicides, and most of it can be attributed to the innumerable pressures student face in their desperate dreams to secure a seat in the prestigious IITs. The video, aptly titled, Fearless Kota, is divided into halves. The first half takes viewers through alarming statistics on student suicides and the second half springs in the key element of the idea (parents giving a surprise visit to their children during the peak of exam preparation, sponsored by Horlicks India!). It is the second half of the video which highlights the importance of emotional support which students lack in the tough exam preparation time. And the lack of it, often leads to tragic consequences such as suicide.

The emotional execution of the video drives home the message that ‘Emotional Nutrition’ is just as important as ‘biological nutrition.’

If Horlicks can further take this ‘emotional nutrition’ narrative ahead and add even more depth to it in their next phase, it will add great value to their brand recall. We at COTW will eagerly wait for a follow-up campaign.

What about you? Did you like this ad? Tell us in the comments below.

Credits:
Brand : Horlicks
Agency : FCB Ulka
Concept Note : The exam nutrition you didn’t know about – Fearless Kota – Horlicks
Client : GlaxoSmithKline

This #FearlessKota Ad is related to:
GSK Consumer Healthcare, Fearless Kota, Marketing, Kota, India, Horlicks India, FCB Ulka, Nutrition, Mother, GlaxoSmithKline, GSK, Education, Marketing Campaign, Digital Campaign, advertising agency, Horlicks Exam Time Anthem

Horlicks thanks all Moms for their unconditional love. #LoveYouMaa.

COTW — Tue, 29 Sep 2015 06:43:48 +0000

An emotional video capturing the unspoken love, care and sacrifices that a mother makes for her children.
We salute to you Maa, you’ve nourished the potential in all of us.

Only a mother can give what she doesn’t have.

Credits:
Horlicks India
#LoveYouMaa