Pfizer’s “Distant Memory” ad campaign for the Advil pain reliever brand took home the Gold Award in the Mobile category at the Advertising Research Foundation’s David Ogilvy Awards ceremony. The campaign was informed in part by insights from GfK.
The Ogilvys celebrate the critical role of insights that inspire great advertising; other awards honored achievements in Social Media, Reinventing Traditional Media, Cross-Platform, Big Data, New Audiences, Transformation, and Impact on the World.
GfK was one of eight insights providers and consultancies cited for the Advil campaign, which launched during the 2016 Super Bowl and helped create strong connections with consumers.
GfK has conducted continuous brand health tracking for Advil and the OTC pain medication category for over 15 years. GfK brand insights revealed Advil's relative lack of brand differentiation and emotional connection with consumers, despite its sales leadership. This helped drive Advil to create a new creative campaign. Tracking was also leveraged to closely monitor in market ad performance and impact on the Advil brand.
View the ARF case study about the “Distant Memory” campaign at this link.