Horlicks is a nutrition-product with scientifically proven benefits for the development and growth of children. It can help children grow tall, strong and sharp. This attractive claim compelled many mothers in Malaysia. BUT: just because it's the right and good thing doesn't mean children automatically love it. In order to accelerate growth and drive brand-love, GSK had to move beyond winning moms with facts to exciting and engaging kids. Ultimately, we had to incite kids' pester-power. NutriQuest is the platform, story and game to do just that. The gamification of everything brand and product entail, packaging branded messages in a child-friendly way. It saw deployment through social and digital media, convincing moms to download it for kids. It accelerated sales through in-store activation and game zones. Special edition packs with unique codes unlocked further content. It's an immersive universe that built kids' love for Horlicks, increasing sales by whopping 36%.

A powerful narrative binds together everything, tapping into the archetypical theme of good versus evil. The story: the Horlicks factory has been captured by the robot-army of an evil scientist wanting to stop children from growing tall, strong and sharp. Only kids can stop him - led by a group of four child heroes. Hence the motto: Are you tall, strong and sharp enough to save the world? This became the call-to-action across all channels in three phases. First, storyline and characters were introduced in a cinematic trailer in March 2016, with social media takeovers as well as on their dedicated website. Second, digital advertising and gamezones in malls were used to get kids to experience, download and play. Third, special edition packs with unique codes to unlock bonus arcade games and special merchandise closed the loop. Pushed via in-game messaging, in-store theater and promotional TV, they drove sales. The campaign was rolled out nationwide, the game available for free in Android and iOS.