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Horlicks launches game to get Malaysian kids interested in nutrition

Horlicks gameGSK has launched a game for drinks brand Horlicks to educate young Malaysians about the importance of nutrition.

The game, called ‘Horlicks Nutriquest’, sees four young superheroes fight evil machines that are bent on preventing children from growing tall, strong and sharp by destroying a Horlicks factory. Here’s a trailer for the game:

After downloading the Horlicks Nutriquest app, users select a hero and create their own character. Throughout the game, players collect ‘Nutricoins’ and ‘Tall, Strong and Sharp ‘Boosters’ that let them progress through the levels and reclaim the Horlicks factory.

The game, which is available on iTunes and Google Play, was supported by digital and social media, including Facebook, YouTube, Wikipedia, and Vimeo, in-store media and merchandising.

Till Hohmann, ECD for GSK, and VP Grey Group Asia Pacific, commented: “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,” he said.

Credits:

GSK:

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

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
GreyWorks Editorial Assistant: Bobby Aguila

EXTERNAL PARTNERS:

Production House (For TVC): Great Guns
Director: James Teh
Executive Producers: Richard Skepper, Carl Wyant, Mathew Alden
Producers: Suthida Chupol, Khwanhathai Chainontee
Assistant Producer: Worapol Srivijit
Production Manger: Kan Karin
Assistant Director: Tachynee Boonyasena
Location Manager: Kanniga Srichan-On
DOP: Sinthop Sophon
Production Designer: Nattachai Kitjanawanchai
Prop Master: Lalita Keereekongsakol
Wardrobe Stylist: Piyachat Paludsongkram
Casting Director: Nittaya Hountum Kanjanick Suthipaet
Post Production (For TVC): thequietlab
Editor: Randall Lee
VFX Artist: Colin Foo
Original Music & Sound Design (For TVC): Yessian Music
CCO: Brian Yessian
Composer: Mark Chu
Production House (For Trailer): Ground Control
Director: Thierry Marchand
Executive Producer: Michael Stanish
Producer: Phoebe Scott
Editing & Post Production (For Trailer): Ground Control
Editor: Alessandra Milani, Theo Davies
Flash: Valentina Ventiniglia
Storyboard Artist: Ben Vince
Retouching: Jill Wooster, Giles Angel, Rob Ison
Voice Actors: Jim Jakala, Andres Williams
Concept Artist/ Matte Painter: Manuel Tanon Tchi, Julien Rossire
3D Design & Animation (For Trailer): Ground Control
CG Supervisor: Mark Gregory
2D Supervisor: Rachel Wright
3D: Chris Hutchinson, Ian Potsos, Anneli Larson, Rachel Wright, Luke Satriani, Ben Mars, Eduardo Castells, Richard Kleiner, Jaime Fernandez, Niovi Phinopoulou, Boris Kossmehl, Dan Willers, Conor Ryan, Dan Lane, Omar Sarmiento, David Brooks, Juri Fripp, Paul Claessens, Ian Potsos
2S Compositing: Andrew Bayliss, Sam Meisels, Luke Satriani
Original Music & Sound Design (For the Trailer): Yessian Music
CCO & Executive Producer: Brian Yessian
Producer: Jeff Fiorello
Sound Design/Mix/Music Editing: Mike Baluha, Benjamin Lantz
Game Developers: Possible Games
Producer, Lead Developer: Tibor Gulyas
Project Director: Andras Nagy
Art Director: Adam Beczkiewicz
Art: Peter Bikki, Mark Kormondi, Imre Budai, Ferenc Hallgato
Programming: Kornel Meszaros, Tamas Varga, Jozsef Pesti
Game design: Norbert Urban, Daniel Moro
Quality Assurance: Norbert Urban, Daniel Moro, Gloria Gyori, Gabor, Megellai, Gabor Radi
Original Music & Sound Design (For the Game): Yessian Music
CCO & Executive Producer: Brian Yessian
Producer: Jeff Fiorello
Sound Design/Mix/Music Editing: Mike Baluha, Benjamin Lantz, Philippe LeSaux, Scotty Gatteño
Media Agency: Mindshare
Managing Partner, Global Planning: Maddy Rao
Head of Digital (Group M): Amna Khatib
Business Director: Raza Syed
Business Manager: Ali Haider
Media Planner: Rafay Farooqi
Digital Planner (Group M): Alina Khan
Assistant Digital Planner: Jehangir Hussain
Senior Media Planner: Ghulam Jilani
Media Buyer: Zeeshan Mehdi
Research: Uzair Anwer

Essence PR
Faye Lingarajan – Associate Director
Chang Shu Ting – Sr PR Executive
Sharina Ros Kamal – Sr PR Executive

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