ITS DEAD FRUITY!

TitleITS DEAD FRUITY!
BrandVITASOY INTERNATIONAL HOLDINGS
Product / ServiceJUICES
CategoryB02. Consumer Products
EntrantPHD HONG KONG, HONG KONG
Entrant Company:PHD HONG KONG, HONG KONG
Advertising Agency:DDB WORLDWIDE Hong Kong, HONG KONG
Media Agency:PHD HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Ray Wong phd Hong Kong Managing Director
Cedric Lam phd Hong Kong General Manager
Deric Wong phd Hong Kong Strategic Planning Manager
Kat Chan phd Hong Kong Group Head
Nick Hui phd Hong Kong Senior Planner
Stephenie Lee phd Hong Kong Senior Buying Manager
May Lau phd Hong Kong Buying Supervisor
Collie Yan phd Hong Kong Digital Planner
Ruth Lee DDB Hong Kong Chief Creative Officer
Karen Wong DDB Hong Kong Creative Director
Lik Ho DDB Hong Kong Associate Creative Director
Ringo Fai DDB Hong Kong Senior Account Executive
Mathias Pares DDB Hong Kong Creative Director
Claudia Wong DDB Hong Kong Art Director
Paul Chan DDB Hong Kong Creative Director
Arra Tang DDB Hong Kong Assistant Art Director
Kevin Chiu DDB Hong Kong Creative Director
Tammy Foo DDB Hong Kong Senior Copywriter
On Yee Lok DDB Hong Kong Senior Designer
C.y Tang DDB Hong Kong Senior Programmer

Results and Effectiveness

• 85% campaign awareness achieved among teens; over 54% liked the ads* • In 4 weeks,1.96 million online unique users reached by an average of 8.38 times** • 164,949 clicks generated, averaging 2.29 times frequency** • Sales rose +18% vs. same period in 2007.Growth is observed in most of its variants*** • Exceeded targeted value goal by +7% and +5% in volume*** • Year-to-date, volume share continued to strengthen as No.1, whilst value share overtook Ribena, long-standing market leader, as No.1 by end of campaign*** Sources: * Vita Juice online survey 2008 ** Yahoo!HK/Pixel/Sina/Matrix Marketing/Asiadog *** Vita Juice

Creative Execution

Despite a small media budget (US$200,000), we maximized the creative impact and campaign reach through online channels (90% teens used the internet yesterday) with out-of-home and magazines as support. Announcing the death of Vita Fruities.. • On mass transit TV-Network (76% penetration) to reach low income and outgoing teens. • Extended with teen magazines (0.53 million circulation) and ambient execution featuring suicidal fruits being squashed (in supermarkets), squeezed by trams and even electrocuted (near their homes). • Online radio commercial to guess how fruits kill themselves An invitation to kill… • Via main online portals (+3.7 million impressions). • Teen entertainment and gaming platforms (+2.4 million impressions). • Teen blog site (+5.25 million impressions). • Mini-site to spread the campaign’s infectious sense of humour and gave people a chance to create their own ‘Fantastic Fruit Smashing Machines’, forward to friends and upload to their own blogs.

Insights, Strategy and the Idea

The number 2 brand, Vita Juice faces intense competition as market leader Ribena maintains consistent A&P spending throughout the year and is perceived to be a healthy option.Other competitors also grew aggressively with new product initiatives. Our challenge was to reinforce the brand’s authentic juice taste positioning, rejuvenate it’s imagery to drive sales and reconnecting with core juice drinkers aged 15-25. Taste indulgence is the key consumption motivator for Juice drinkers (Wellness Research 2007).We tapped into that need and leveraged on Vita Juice’s competitive advantage –authentic juice taste with the widest fruit variety and combinations. So we let our juices flow and created ‘It’s Dead Fruity!’ campaign to celebrate the extreme fruitiness of Vita juice -all its fruits want to do is self-destruct in order to ‘unleash’ their juicy fruitiness. Involving wired teens integrally in the activation,we invited them to lend Vita fruits a helping hand!