SEE THE TRUTH OF YOUR BONE

TitleSEE THE TRUTH OF YOUR BONE
BrandFONTERRA THAILAND
Product / ServiceANLENE MILK
CategoryD02. New Product Launch/Re-launch
EntrantBBDO BANGKOK , THAILAND
Entrant Company:BBDO BANGKOK, THAILAND
DM/Advertising Agency:BBDO BANGKOK, THAILAND

Credits

Credits

Name Company Position
Suthisak Sucharittanonta BBDO BANGKOK LTD. Chief Creative Officer
Subun Khow BBDO BANGKOK LTD. Executive Creative Director
Nucharat Nuntananonchai BBDO BANGKOK LTD. Copywriter
Konokwan Kaewwanich BBDO BANGKOK LTD. Art Director
Command A Production Photographer
Orada Kerdhong BBDO BANGKOK LTD. Account Supervisor
Pattarachanon Kosavantana BBDO BANGKOK LTD. Account Manager
Nuntawarith Thairattana BBDO BANGKOK LTD. Planner
Rujira Jaruphun BBDO BANGKOK LTD. Producer

The Brief

Because our bones are not visible to the naked eye, we often assume that we are already getting enough calcium to care for them. This wrong assumption contributes to the risk of developing Osteoporosis which can be prevented by drinking milk with sufficient calcium content. Anlene, a milk brand with highest calcium content in the Thai market want us to develop a campaign to encourage high-calcium milk consumption in prevention of Osteoporosis, and to amplify Anlene Concentrate brand awareness.

Creative Execution

To strike a chord with the target group, we designed an envelope resembling a hospital's X-ray result envelope.

Describe the creative solution to the brief/objective.

Once pulled out, the envelope revealed a pair of leggings with graphics depicting 'porous bones'. By relating to our female target group through fashion, we've been able to engage with them better. Once worn, the poor bone conditions became apparent and this then triggered them to reassess their belief. The envelope also contained a fact-sheet on Osteoporosis, along with a coupon to redeem Anlene Concentrate that provides adequate daily dose of calcium to kick-start high- calcium milk drinking routine.

Results

The Direct Mail recipients appreciated Anlene for reminding them about Osteoporosis, and started the routine of drinking high-calcium milk such as Anlene Concentrate to strengthen bones and prevent osteoporosis. Research showed that 87% of the target group redeemed the sampling coupons, asked further information about Osteoporosis from representatives and bought Anlene Concentrate to stock-up for consumption.