Results and Effectiveness

In just 2 months, - TOP 5 downloaded education App! - 20K+ App downloads, from 327 parents a day! - 60K+ Flashcards unlocked, 13 countries explored! - Over 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% agree - Wyeth is a trusted parenting partner – 99% agree - New users +65%! - YTD Sales increased +30%! - Campaign ROMI 26:1

Creative Execution

Unlike other parenting tools, we shaped the learning discovery by turning kids’ surroundings into places of the world. Through Wyeth’s "Learning-on-the-go" app (on mobile and tablets), HK kids for the FIRST time vividly saw Tour Eiffel, Taj Mahal, The Big Ben etc in 360 degree view using latest Google Street View images. While kids imagine far-off places, they could also learn foreign languages in English, Cantonese and Mandarin and engage in conversations about the world to grow closer with their parents. Each time kids made a discovery by unlocking Wyeth’s world landmark flashcards (Image Recognition enabled) across HK 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! Going even further to enhance the teaching at kindergartens, Wyeth’s app, mini-sized flashcards and world map let teachers and students learn together in a totally new way!

Insights, Strategy and the Idea

In an increasingly globalized world, kids are growing up with endless possibilities as well as stern challenges. Children who are comfortable in the globalized world gain a distinct edge in competitive environments, and ultimately grow up to become better-adjusted and more confident adults. Many Hong Kong parents understand that kids are growing up in a globalized world but find it difficult to raise a ‘global’ kid! As a parenting partner, infant milk formula brand Wyeth wanted to inspire HK kids to learn about the world and help parents make it a fundamental part of early childhood development, without breaking the bank. Our idea – “SEE the world at home” is the starting point and lens to the world through world’s famous 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, in new eyes.