Results and Effectiveness

Foster Family Service became talk-of-town topic soon we launched the campaign. Total 88% reach on TV and attracted almost 10,000 people to find out more on the service through mobile. At post campaign, foster service enquiry jumped from 2 to 30 within a month. HK government agreed to allocate additional 30% fund in next year budget. The co-created Mother’s day theme with TV station had reached up to different medium with a whopping ROI at 2.48X. “Family, with an extra love” – theme created by OSIM, had transformed the love from a materialistic form to a warm heartfelt love.

Creative Execution

Other foster family participants told us that they were taught to love their own family members during the service. We will use it as enabler to provoke all kids to pay more attentions with their parent, with the fact it occurred beyond a biological family. We decided to popularize the unknown Foster Family Service through the amplification of African kid and Chinese mother story. The gist of the consumer insight was canned in a 3-min capsule. TV promo was employed to create noise and talk-of-town topic, and it was spread through mobile, on-ground event and print PR coverage. We’d touched everyone’s heart. Leaflet and application forms were placed in OSIM stores for further hype up. All these made possible with an exclusive TV partnership and a co-creation of mother’s day theme - “Family, with an extra Love”. In Chinese translations, it means to spice up the love in a family.

Insights, Strategy and the Idea

As part of brand revolution, OSIM needs to strengthen its brand image as a caring agent. We see a perfect fit of mother’s day celebration with our mission. Recently, the celebration has been overly exploited by advertisers, with a promotion of materialistic fulfillment. With a task of breaking the norm of celebration, OSIM wants to redefine it by bringing the gap closer between parent and kids and allow the love to flourish at home, again. We aim to ease the materialistic behavior among the kids, which has been deeply rooted in our society. We used a true family love story from Foster Family Service as an inspiring source to encourage kids spending more times with their parents, and not just by materialistic fulfillment. The story will tell them the contribution of a mother taking care of a kid who is not her biological child.