Messenger Users Go Crazy for “Crazy Panadol Man”

Case Study, 11/10/06
Introduction
Due to Taiwan’s marine tropical climate, many people suffer from influenza—especially in the spring season, which is a changeable season in Taiwan. Under such circumstances, it’s easy to catch a cold if you neglect your health. Panadol Cold Extra, with its fortified formula, was launched by the brand strategy with the same advertising creative theme across all mediums.
 
GlaxoSmithKline wanted to reach 20- to 40-year-old white-collar workers, and improve its brand image. With approximately eight million people using MSN Messenger in Taiwan—among whom, white-collar workers are heavy users—GlaxoSmithKline decided to add MSN Messenger to its media mix.
 
Objectives
    • Increase the Panadol Cold Extra brand image to the target audience, and convey its effectiveness.
    • Present the brand concept with the same advertising creative theme, “Crazy Panadol Man,” in an effective mixed media campaign.
 
Creative Execution
Panadol Cold Extra used MSN Messenger theme pack to run the ad. The “Crazy Panadol Man” theme package includes winks, emoticons, animated graphics and background images available for download for use with MSN Messenger to promote health in a humorous and entertaining way. The campaign ran from March 9 to April 10, 2006.
 
Results
    • One hundred thousand people knocked each other with the wink and replaced his or her background pictures by Panadol Cold Extra pictures per day.
    • Increased brand image. Of those that downloaded the ThemePack, 57.52% indicated that they had a more positive brand image of Panadol Cold Extra.