SEE THE WORLD AT HOME

TitleSEE THE WORLD AT HOME
BrandWYETH NUTRITION
Product / ServiceIMF
CategoryB02. Consumer Products
EntrantTBWA\HONG KONG, HONG KONG
Entrant Company TBWA\HONG KONG, HONG KONG
Advertising Agency TBWA\HONG KONG, HONG KONG
Media Agency OMNICOM MEDIA GROUP Hong Kong, HONG KONG

Credits

Name Company Position
Courtney Lau Omd Hong Kong Digital Executive
Katherine Ng Omd Hong Kong Buying Manager
Augustin Chan Omnicommediagroup Hong Kong Communication Planner
Anthony Lau Omnicommediagroup Hong Kong Communication Planner
Denise Cheung Omd Hong Kong Media Planner
Deric Wong Omnicommediagroup Hong Kong Head Of Strategy And Insights
Koyi Wu Omd Hong Kong Digital Manager
Jasmine Lee Omd Hong Kong Business Director
Denny Wong Tbwa\ Hong Kong Senior Technical Producer
Shawni Cheung Tbwa\ Hong Kong Senior Chinese Copywriter
Alan Wong Tbwa\ Hong Kong Art Director
Ken Hui Tbwa\ Hong Kong Creative Director
Kan Ng Tbwa\ Hong Kong Account Exeutive
Crystal Tang Tbwa\ Hong Kong Senior Account Manager
Vallois Choi Tbwa\ Hong Kong Associate Account Director
Joanna Wong Tbwa\ Hong Kong Senior Account Director
Esther Wong Tbwa\ Hong Kong Group Creative Director
Florence Kong Tbwa\ Hong Kong Director Of Client Service

The Brief

Wyeth wanted to break-away from functional storytelling to engage with Hong Kong parents by answering an untapped market opportunity. Many HK parents understand that kids are growing up in a globalized world but find it difficult to raise a ‘global’ kid without the time and expense! So Wyeth made it their mission to bring the world to HK kids instead! “SEE the world at home” is the starting point and lens to the world through world landmarks, extending children’s playground at home to the whole world and encouraging them to make discoveries that will spark their views of the world.

Creative Execution

By leveraging Google’s Streetview images in Wyeth’s flashcards, kids were able to explore the world's landmarks in 360° view while learning to speak 3 languages using the app. The immersive and interactive experience allowed kids to learn about the world unlike using books/videos and saving time-pressed parents from costly travelling. By gamifying with “Learning Miles”, parents and kids were motivated to keep on learning ‘together’, share conversations and see beyond their small city to a wider world! The campaign placed Wyeth in the center of HK’s parenting community and inspired a new way of looking at early childhood development.

Describe the creative solution to the brief/objective.

We shaped learning through discovery by turning kids’ surroundings into places of the world. Through Wyeth’s "Learning-on-the-go" app, HK kids for the FIRST time vividly saw world’s famous landmarks in 360° view using latest Google Streetview images. While kids imagine far-off places, they could also learn foreign languages and engage in conversations about the world with their parents. Each time kids made a discovery by unlocking Wyeth’s world landmark flashcards (Image Recognition enabled) during their family outings and reading, they earned “Learning Miles” to redeem learning tools and even a chance to VISIT a world landmark for real!

Results

In just 2 months, - TOP 5 downloaded education App! - 20K+ App downloads, from 327 parents a day! - 60K+ Flashcards unlocked, 13 countries explored! - +9 million learning miles earned (equivalent to 350 times around the world!) - Press recommendations worth HKD674K! Most importantly, the campaign has prepared HK kids to explore, learn and see beyond their small city and grow up in a big big world. - Helped kids understand the world – 97% agreed - Wyeth is a trusted parenting partner – 99% agreed - New users +65%! - YTD Sales increased +30%! - Campaign R.O.M.I 26:1