Why Advil’s ‘Head Settings’ campaign is a game-changer for Canadian gamers | The Drum

November 5, 2024 | 5 min read

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Winning Gold in the Healthcare and Pharma category for Social Media at The Drum Awards, Advil Canada’s innovative ‘Head Settings’ campaign merged neuroscience with gaming to deliver real solutions for gaming headaches. Here is the award-winning case study.

The evolution of today’s video games has created immersive, dynamic virtual worlds that push the boundaries of reality.

However, this evolution has come at a cost: the rise of gaming headaches. Advil Canada set out to help Canadians proactively manage gaming headaches with their Advil Plus Acetaminophen to address this. The goal was to shift consumer behavior toward earlier adoption of Advil in their pain relief journey, tracking KPIs like ad recall, brand awareness, favorability, consideration, intent and brand attribute agreement.

Advil aimed to make a significant impact among the 6m gamers in Canada and position itself as the go-to brand for pain relief in this segment by providing actionable solutions to gaming-induced headaches.

Our research revealed that 33% of Canadian gamers play daily, 71% are concerned about headaches from long gaming sessions, and 80% admitted to playing through the pain. However, 98% of gamers were open to easy solutions that could help mitigate these headaches. Additionally, 90% of e-sports viewers were receptive to brands that added legitimacy and support to the e-sports space. This insight revealed an untapped opportunity for Advil to resonate with gamers between the ages of 25 and 49.

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Advil partnered with Canadian neuroscientist Dr. Séamas Weech (and Edelman Canada) to bridge neuroscience and gaming, known for his groundbreaking work on cyber sickness and brain-computer interfaces. Dr Weech’s research identified in-game visual stimulation settings that could be adjusted to reduce headache triggers. These insights informed the creation of the Advil Head Settings Guides, which were tested through qualitative studies with headache-prone gamers. Results showed that 80% of players preferred the Guides over default settings, reporting improved comfort and visual clarity.

Advil collaborated with famous gaming influencers MTashed and others like Galadriel, Midnababy and XStarWake to amplify the campaign's reach. These influencers brought personality and relatability to the campaign, showcasing the settings in real time and creating excitement among viewers. A 2.5-minute documentary-style video launched the campaign, explaining gaming headaches and promoting the Head Settings in an approachable, humorous way that resonated with gamers.

The campaign was strategically promoted on platforms most frequented by gamers, including YouTube, Instagram and Twitch. Advil’s prioritization of Twitch, a platform primarily ignored by its competitors, allowed the brand to connect directly with gamers and provide them with tangible, practical solutions. This effort was supplemented by press releases and earned media coverage in major tech outlets, boosting campaign visibility.

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Advil also created a dedicated landing page where gamers could download the Head Settings Guides and access additional tips for healthy gaming practices.

Advil’s campaign successfully engaged the Canadian gaming community and sparked meaningful conversations:

Earned Media: Over 100 stories and 5 million impressions, including features on Tech Talk with Marc Saltzman, Mobile Syrup and Console Creatures.

Campaign Reach and Sentiment: 100% positive sentiment across Twitch, Instagram, YouTube and the campaign landing page.

Consumer Response:

By combining scientific expertise with influencer engagement and an innovative social strategy, Advil Canada’s ‘Head Settings’ campaign met its objectives and created lasting connections with the gaming community, paving the way for future dialogue and brand loyalty.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. If you need more inspiration, read our Award Winning Case Studies.