Title | SEE THE TRUTH OF YOUR BONE |
Brand | FONTERRA THAILAND |
Product / Service | ANLENE MILK |
Category | D02. New Product Launch/Re-launch |
Entrant | BBDO BANGKOK , THAILAND |
Entrant Company: | BBDO BANGKOK, THAILAND |
DM/Advertising Agency: | BBDO BANGKOK, THAILAND |
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 |
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.
To strike a chord with the target group, we designed an envelope resembling a hospital's X-ray result envelope.
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.
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.