Horlicks uses gaming tactics to educate children

GSK Consumer Healthcare and Grey Group Singapore launched ‘Horlicks Nutriquest’, an integrated marketing campaign that is built around a fully immersive game for kids.

The game is designed to help educate children on the importance of nutrition. The Horlicks campaign focuses on bringing the brand campaign “kids want to be tall, strong, and sharp” to life in a new and engaging way. It looks to target both children and their mothers.

The game, game trailer, in-store retail engagement, digital and social media have been created by a team of experts from around the world including Grey, Ground Control (animated trailer), Possible Games (game development) and Yessian Music, making this one of the firsts for the brand in pulling together a global team of digital creators.

In addition to the game, a two-minute game trailer was developed by internationally renowned director, Thierry Marchand from ground(ctrl), who was previously nominated for an Oscar and has worked with DreamWorks. The campaign’s use of digital and social media, including Facebook, YouTube, Wikipedia, and Vimeo, as well as tailor made in-store theatre, limited edition merchanide and special display systems, seeks to grab the attention of many.

“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,” said Michael Duffy, Global Business Lead Family Nutrition, GSK.

“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,” he added.

“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,” said Till Hohmann, executive creative director of GSK, vice president, Grey Group Asia Pacific.