Horlicks Nutriquest is an action packed game in which kids try to stop Dr. Greedy and his Metaloids from taking over The Horlicks Factory. To do this, four (tall, strong and sharp) heroes – Omair, Akin, Ida and Damien – unite. To do this, they must complete 30 levels in three different worlds – City, Jungle and The Horlicks Factory. Because they need help along the way, the heroes invite other kids to join them, asking them the question “Are you tall, strong and sharp enough to beat Dr Greedy?”
When children download the application, they select one of the heroes or create their own character to begin the mission. Throughout each stage, they collect Nutricoins and Tall, Strong and Sharp Boosters that enable them to excel through the levels and take back the Horlicks factory.
The real purpose of the game for Horlicks Malaysia is to teach kids about good nutrition – a subject that they don’t usually warm to.
“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!” stated Till Hohmann, executive creative director of GSK (Horlicks’ owner), vice president, Grey Group Asia Pacific.
The game, game trailer, in-store retail engagement, digital and social media were created by a team of experts from around the world including Grey, Ground Control (animated trailer), Possible Games (game development) and Yessian Music. It eas the first time the brand had pulled together a global team of digital creators.
The result is a game whose design and functionality, technical craft, graphics and music are comparable 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 well-known sound producer, Yessian Music and Sound Design, in New York, ensuring all aspects of the game are truly world class.
The two minute game trailer was directed by Thierry Marchand from ground(ctrl), who was previously nominated for an Oscar and has worked with DreamWorks.
The campaign is being promoted in digital and social media, including Facebook, YouTube, Wikipedia, and Vimeo, as well as tailor-made in-store theatre, limited edition merchandise and special display systems.
“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,” added Michael Duffy, global business lead family nutrition, GSK.
Download the game for iOS or Android.
Credits:
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
Editorial Assistant: Bobby Aguila
EXTERNAL PARTNERS:
Production House (For TVC): Great Guns
Post Production (For TVC): thequietlab
Original Music & Sound Design (For game, TVC & trailer): Yessian Music
Production, editing and post production (For Trailer): Ground Control
Director: Thierry Marchand
3D Design & Animation (For Trailer): Ground Control
Game Developers: Possible Games
Media Agency: Mindshare
PR: Essence
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
