| Title | WYETH GOLD TRUTH & DARE |
| Brand | PFIZER NUTRITION |
| Product / Service | INFANT FORMULA MILK |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | OMD HONG KONG, HONG KONG |
| Entrant Company: | OMD HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | OMD HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Jasmine Lee | OMD Hong Kong | Business Director |
| Rose Luk | OMD Hong Kong | Digital Director |
| Deric Wong | OMD Hong Kong | Strategy Planning Director |
| Harleen Kaur | OMD Hong Kong | Communication Strategist |
| Hayman Fung | Leo Burnett | Group Brand Director |
| Felix | Xon | Business Director |
| Ralph Szeto | CMRS | Business Director |
Despite 99% brand awareness, Wyeth Gold’s brand share only grew by 2% in 3 years due to the misconception held by Mums that WyethGold causes 'digestive problems' for infants. Recognizing that knowledge sharing happens in conversations between mums, we created a 'Truth & Dare' Challenge to instigate non-user-mums to 'dare' try WyethGold and share the actual product 'truth' with other mums. To start a conversation with mums, we invited them to 'Hear it from a mom (user)', 'Try it herself' and 'Let others know'. +2,000 mums were converted into Wyeth’s advocates that resulted in the strongest sales in 3 years!