What was the main aim of this campaign? After several years of positive sales for the Panadol brand in Ireland, 2017 saw the brand facing increasing competition on their comparable products. GSK wanted to utilise the provenance of its product as a point of difference.
The GSK manufacturing site at Dungarvan, Co. Waterford, is the global home of Panadol – exporting to over 70 countries around the world, and there is recognition that Irish consumers are more inclined to choose Irish brands than ever before.
National origin is one of the oldest, and potentially most effective, foundations on which to build a brand. Brands can pull on their national heritage to drive their own identity. This was the foundation for Mediacom & RTÉ’s creative and media partnership for Panadol in 2017.
What was the chosen solution and why?
The concept of Panadol and the community fitted well with home-grown Irish shows like Nationwide and Ear to the Ground, and the cross-media element really helped amplify the campaign.
Why did you choose to work with RTÉ?
The creativity of RTÉ’s response was outstanding. The sponsorships of Nationwide and Ear to the Ground placed us in a quality environment where we were able to use local communities to resonate nationally.
What was the result?
The solution put forward was a GSK Panadol global media first; its bespoke advertising message resonated strongly with Irish consumers. Research showed that customers were more aware that Pandol was made in Ireland and three times more likely to purchase having seen the campaign.
Utilising RTÉ Panel Research we measured how effective the campaign was at increasing awareness that Panadol is made in Ireland and likelihood to purchase. This research took place in December 2017 and consisted of a nationally representative sample of 993 adults.
RTÉ are exceptionally proud of this campaign which was nominated for two Media Awards in the categories of Cross-Media Collaboration Between Media Own and Agency and Creative Executive/Direction.