Home of Reconnection
GSK - Panadol
Brand | Influencer Marketing | Media Relations
Panadol has the leadership position beyond medication and restores human connection. The Panadol Home of Reconnection was conceived – a technology-free house, where Australians had the chance to stay for free to switch off and reconnect with their friends and family.
THE CHALLENGE
Consumers brand purchasing decisions are now, more than ever, driven by shared beliefs beyond products or brands. Panadol had to take a leadership position beyond ‘medication to relieve symptoms of headache,’ and address the societal issue of ‘preventing pain to restore human connections.'
THE STRATEGY
The Panadol Home of Reconnection was conceived – a technology-free house, where Australians had the chance to stay for free to switch off and reconnect with their friends and family.
THE EXECUTION
Supported by a multichannel campaign, Edelman’s PR activation spanned research development, celebrity influencer endorsement, and inviting key media & influencer targets to experience their very own stay in the Panadol Home of Reconnection.
37M
Impressions
5
Media and Influencer Families
11,500
Unique Website Visitors
THE OUTCOME
More than 37 million impressions across national media
5 media & influencer families
11,500 unique visitors visited the Panadol Switch off website