| Title | BALANCED COMPOUND OF DHA AND AA |
| Brand | PFIZER CORPORATION HONG KONG |
| Product / Service | WYETH GOLD FORMULA |
| Category | C01. Best Use of Integrated Media |
| Entrant | OMD HONG KONG, HONG KONG |
| Entrant Company: | OMD HONG KONG, HONG KONG |
| Media Agency: | OMD HONG KONG, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Matthew Chan | Pfizer Corporation Hong Kong Limited | Marketing Director |
| Brucemond Chan | Pfizer Corporation Hong Kong Limited | Marketing Manager |
| Jasmine Lee | OMD HK | Business Director |
| Man-to Yiu | Leo Burnett HK | Creative Director |
| Wen Louie | Leo Burnett HK | Creative Director |
| Alvin Yim | Leo Burnett HK | Group Brand Director |
| Kennie Chung | Leo Burnett HK | Associate Brand Director |
Very encouraging sales performance • Retail offtake: 7-9 times more vs. pre-campaign • Market share: +5.6 point in both value share and volume share in a month vs. pre-campaign • BUMO increased to 22% (+4% vs. pre-campaign) High brand involvement to two key projects • iphone app. ranked 1st in the top free applications in education category, over 6,000 downloads since launch for 3 weeks. • Web-video submission upto 177 in a month (more than similar competitive programs by 30%) and generated votes as high as 184,000
First, we awakened parents with high coverage media: TV, Outdoor, Print on balanced compound of DHA and AA, giving the ability to enhance speech and cognitive development. The ‘mass media’ message then drove traffic to our brand site. There were two key projects through our website to further connect parents. We promoted a kid saying a branded dialog web-video contest. It not only promoted language proficiency, but also enjoyment from both parents and kids in language learning. What’s more, we built an application where parents can make their own language flashcards. This innovative use of media to extend educational campaign from web to the mobile platform was the first in the infant formula market. The real beauty was its DIY function, enabling parents to customize educational tool with consideration of different languages and abilities. The App was also linked to the product page and hotline to back up CRM development.
The objective of the AA Campaign is to awaken parents to the importance of the combination of DHA and AA. A balanced compound of AA and DHA helps support optimal child visual and cognitive development, including language learning and problem solving. With this new news, it is critical to maximize exposure to our target audience of parents with small children. In Hong Kong, parents are highly active in looking for ways to support early childhood development. Parents invest real effort and get extra involved in brands that support their educational need. We brought together ‘mass media’ vehicles to educate importance of balanced compound. Also, using ‘involving’ digital channels, that we could support the language skill educational platform to reinforce brand commitment in smart kid development.