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.

THE OUTCOME

• More than 37 million impressions across national media
• 5 media & influencer families
• 11,500 unique visitors visited the Panadol Switch off website