Australians spend 68 hours a week on their devices, according to Panadol’s data. That’s not necessarily a good thing. 13 million Australians feel that their devices may be harming their physical or emotional wellbeing.

So whiteGREY did something brave. And gave Panadol a new way of engaging audiences in its brand. The agency created a home, The Home of Reconnection, with no technology or devices and is inviting people to experience how life used to be and connect with friends and family members. The Home of Reconnection puts Panadol’s brand purpose into action – to switch off life’s headaches.

It’s the first time that Panadol has gone to market with an altruistic brand focussed campaign.

Celebrity radio presenter, Ryan “Fitzy” Fitzgerald was the first person to reconnect with his family and stay in The Home of Reconnection.

Fitzy finished his experience with the words, “I wish nothing more in the world than for both of them [his kids] to have the lives that we had as kids. It was the best life ever.”

Chad Mackenzie, national executive creative director, whiteGREY, commented, “It’s a strong message and we are proud Panadol is at the forefront of encouraging Australians to switch off from technology and increasing their sense of wellbeing and health by spending more quality time with loved ones.

“We’re very excited about what this means for the brand going forward and are delighted to share Panadol’s journey,” he concluded.

WhiteGREY’s  campaign covers strategy, consumer research, activation, celebrity/influencer endorsement, microsite development and social media community management. 

The 90-second launch film is housed on a dedicated microsite and is supported by PR and shopper, including an in-store promotion to win a stay in The Home of Reconnection.

Annalee Combis, marketing manager, Panadol, noted, “The world is changing at an unprecedented pace and it’s more challenging than ever to stay ahead of the curve.  For 60 years, Panadol has been synonymous with managing pain caused by headaches – but headaches have changed so the way we deal with them, must change as well.

“Our independent research highlighted many Australians have suffered tension/stress headaches or migraines due to being constantly switched onto their devices.  The Home of Reconnection will help Australians disconnect from technology and restore and reconnect with family and friends.”

Any Aussie can apply for a chance to win a stay at The Home of Reconnection here.

Credits:

Agency: WhiteGREY

National executive Creative Director: Chad Mackenzie

Creative Director: Ronojoy Ghosh

Senior Creatives: Brett Terblanche  & James Blow

Planning Director: Lynn Clift

Group Business Director: Monika Vidovic

Senior Account Manager: Florent Moignard

Designer: Rachel Harley

Head of Production: Terry Kerr

Production: Hogarth

PR: Edelman

Media: PHD

Social: Havas

Client: GSK

Area Head of Marketing – Pain Management: Brad Cook

Marketing Manager Panadol: Annalee Combis