Excedrin: The Migraine Experience [video]

Credits & Description:

Titile: Excedrin - The Migraine Experience
Agency: Ddb Remedy
Brand: Gsk Consumer Healthcare
Country: United Kingdom
Advertising Agency: Ddb Remedy, London
Entrant Company: Ddb Remedy, London
Entrant Company: Weber Shandwick, New York
Media Agency: Ddb Remedy, London
Pr Agency: Weber Shandwick, New York
Production Company: Mindset Content Group, New York
Strategist: Alexandra Shetcliffe (Phd Global)
Creative Director: Jenna Young (Weber Shandwick Ny)
Strategy Director: Malcolm Devoy (Phd Global)
Global Art Director: Michal Kaminski (Ddb Remedy London)
Associate Brand Manager, Excedrin Us: Alex Thomas (Gsk Consumer Healthcare)
Film Director: Dan Addelson (Mindset Content Group)
Executive Vice President, Consumer Health: Debbie Lobel (Weber Shandwick Ny)
Senior Copywriter: Gavin Daniel (Ddb Remedy London)
Associated Creative Director: Hamilton Tamayo (Weber Shandwick Ny)
Global Brand Leader, Excedrin: Judy Berei (Gsk Consumer Healthcare)
Creative Director: Martin Hafley (Ddb Remedy London)
Executive Producers: Tony Caronia, Doug Wedeck (Mindset Content Group)
Global Account Director/ Global Agency Producer: Margaret Chudy (Ddb Remedy London)
Senior Brand Manager: Scott Yacovino (Gsk Consumer Healthcare)
Managing Partner: Hazel Soanes (Ddb Remedy London)
Svp, Digital: Jake Wolper, Ethan Bauley (Weber Shandwick Ny)
Creative: Jd Rinne (Weber Shandwick Ny)
Global Creative Lead: Lauren Dyer (Ddb Remedy London)
Executive Agency Producer: Melissa Beeson (Ddb Remedy London)
Production Consultant: Paulette Osterhage (Mra Services)
Assistant Editor: Thomas Bergerstock (Wildchild Ny)
Senior Brand Manager, Excedrin Us: Jason Milligan (Gsk Consumer Healthcare)
Global Account Lead: Severine Lampriere (Ddb Remedy London)
Global Copywriter: Alastaire Allday (Ddb Remedy London)
Senior Producer: Barbara Kontarovich (Wildchild Ny)
Music Composer: Sally Johsnon (Fifth Storey)
Director: Tom Burch (Projection Artworks)
Director, Excedrin Us: Amardeep Kahlon (Gsk Consumer Healthcare)
Global Marketing Manager, Excedrin: Cristina Martorell Weiler (Gsk Consumer Healthcare)
Global Account Director: Dominik Siedlecki (Ddb Remedy London)
Outcome:
The campaign launched on April 4, 2016. In the first three weeks we saw: •400MM impressions from 294 placements•3.9MM views on YouTube • The campaign doubled the number of people who had heard of Excedrin through YouTube• 1.49MM hours of brand exposure• 18.4k hours of brand interaction time, which is the equivalent to watching the video nonstop for more than two years•The campaign took Excedrin to a new level, increasing “Brand Love” on social media. It generated 390K social engagements. Majority of engagements are “high value” sharing/retweeting and commenting — with extremely positive consumer reactions, moving many migraine sufferers to tears•No business results to date as campaign launched in early April but we can already see some direct impact on brand interest, with searches surging 53%. Additionally, “Excedrin Migraine” was the fastest-growing search term in the headache and migraine category as a result of the campaign
Campaign Description:
To show the world what a migraine really looks like through a sufferers' eyes by developing the world's first augmented reality migraine simulator. Now sufferers can finally feel understood. Seeing is believing.
Brief with projected outcomes:
By law, claims in advertisements, including over-the-counter (OTC) medicine advertisements, must be truthful and cannot be misleading or unfair.
Execution:
The simulator was developed using a virtual reality headset, twin mounted HD cameras and a wireless controller to manage the intensity of symptoms.For the symptoms, we teamed migraine sufferers with VR developers in order to recreate the exact visual effects of a migraine.Then, friends, family and coworkers of four migraine sufferers were challenged to use the Migraine Simulator and to take on the visual symptoms of the sufferers as part of a regular day. We filmed them experiencing the symptoms in a variety of controlled environments, from a crowded cafe to a busy subway train, creating “The Migraine Experience,” a wealth of content that demonstrates the true impact of migraines. “The Migraine Experience” campaign was launched in the US in April 4, 2016 on TV and online.To raise further awareness, we developed The Migraine Experience app. Now anyone can see what a migraine really looks like. (Released in May 2016)
Synopsis:
An estimated 36 million Americans suffer from migraines, but most people think they’re just bad headaches. In fact, it can be a debilitating condition, and migraine sufferers often feel misunderstood and discriminated against by non-sufferers.With more than 50 years of research, Excedrin is the only pain reliever focused solely on head pain, making the brand uniquely qualified to understand and treat the condition.In this context, the brief was to demonstrate Excedrin's deep understanding of the emotional and physical pain that migraine sufferers go through and to tackle their great frustration about not being understood.This campaign aims to reinforce the brand’s leadership positioning in the head pain category, showing empathy and expertise, with the objective of driving strong brand consideration and favorability among migraine sufferers.
Strategy:
“I want my loved ones, my colleagues, to finally understand, to see what I am going through when I have a migraine. I want them to see how debilitating migraine can be.”Our strategy was rooted in the above insight and the strong belief that migraine sufferers should be involved through the whole process: from the development of the migraine simulator to the finalization of “The Migraine Experience” film.This enabled us to create a piece of standout communication that spoke to our audience in a personable and honest way, and also demonstrated Excedrin’s empathy and unique understanding toward migraine sufferers.