Title | SEE THE WORLD AT HOME |
Brand | WYETH NUTRITION |
Product / Service | IMF |
Category | C01. Integrated Campaign Led by Direct |
Entrant | TBWA\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 |
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 Executive |
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 |
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.
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.
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!
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