| Title | JINGLE ALL THE WAY |
| Brand | PFIZER CORPORATION HONG KONG |
| Product / Service | WYETH PE 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 | Marketing Director |
| Kelvin Cheng | Pfizer Corporation Hong Kong | Product Manager - Consumer |
| Jasmine Lee | OMD HK | Business Director |
| Michael Yuen | Leo Burnett HK | Creative Director |
| Alvin Yim | Leo Burnett HK | Group Brand Director |
| Karen Peng | Leo Burnett HK | Brand Executive |
• Successfully exceeded sales target by 80% and overtook the 2nd best-selling SKU in the market since launch for one and half month • Over 100,000 views TVC jingle on youtube • Very active and encouraging participation rate in 3-week recruitment - Over 416 videos submission for the contest (more than double of similar programs by competitors) - 67,972 votes for singing contest - Over 150,000 times viewed the contest videos - Over 6,000 times the jingle ringtone downloaded
Jingle all the way - Small kids love making fun with repetition. Their every response is always the focus of their parents. The jingle and the lion mascot were so heavily used in multi-media to create likeability and talk about product benefits. - The likeable mascot visited over 300 kindergartens and greeted families in Toys “R” Us. - Mobile ringtone download pushed jingle and brand frequency - During summer school break, we further promoted a singing video exchange in our brand site, maximizing the popularity of the jingle, where children could upload their own video singing the jingle. Kids and their parents could share fun in jingle singing together. And more importantly, a more closer brand relationships and parental bonding were built.
The Wyeth PE Gold is specially designed for kids with picky eating habits. As a relatively under developed category, not only did we have to help create the market, by educating mothers on their child’s eating habits, but also the child who, being picky eater, certainly influence the brand choice. We also recognized the opportunity that our competitors were not actively involving the child in the brand. Children do not choose by brand. They want to interact with things and will choose by likeability. Mothers need credible information on diet needs and requirements. Deployed ‘edutainment’ approach to engage both mums and kids at the same time. We connected kids with the jingle and lovely mascot while talking to mums with nutritional requirement. Parents attention and even brand preference was then further enforced by pester power.