The Brief

In Hong Kong, Vitasoy is a household name established since 1940. Vitasoy is like an old friend of HK, one that has stood by its people for 70 years - cheering them on, quenching their thirst and helping them bond. However, the brand's core consumers are a new generation in their 20s who see Vitasoy more like a distant uncle. Our challenge was to help a 70-year-old Vitasoy brand engage a 20-year-old target and nurture lifelong relationships with them.

Creative Execution

When people sent their friends messages using our 70 instant message packs, we connected them with Vitasoy in a way that celebrated 70 years of friendship. We even let consumers get personal and gave them special blank packs to write their own messages. They could also select their messages using message stickers in magazines, collect fridge magnets for everyday reminders, or post greeting cards to their loved ones. Through Vitasoy's website, they could create customized messages and pack designs, upload them to blogs/facebook and vote for their favorites. These aided consumers in building real human connections and drove purchases of Vitasoy drinks.

Describe the creative solution to the brief/objective.

Technology has connected our targets to more people than ever before. Yet, with more digital connections, they have fewer human connections. There's more screen time than face time; more online messaging than moments together. On Vitasoy's 70th Anniversary, we transformed Vitasoy packs into a world first 70 limited-edition packs that carried messages of 70 different moments to give our messaging-obsessed consumers a new way to express themselves, live and in-person. Our '70 Instant Message Packs' was made conveniently available in all sales outlets and in print, outdoor and online for people to give messages to those they cared about.

Results

Sales increased 40% YOY in value and volume in fewer than two weeks. All 40,000 collectibles (redeemable at HK$2 each with purchase of every two Vitasoy packs) were sold out in two days. The engagement level went far beyond expectations. We made 17,000 friends (fans) on Facebook in less than two weeks. One fan even developed a Facebook application that 7,000 people signed on to use. Over 2,500 pack designs were uploaded, 36 times more than the 70 we created. Major print titles picked up the story of Vitasoy's 70 limited packaging designs, over HK$1.1 million free editorial coverage achieved.