Brief Explanation

Unlike other parenting tools, “SEE the world at home” is the starting point and lens to the rest of the world through world famous landmarks, extending children’s playground at home to the whole world! Through Wyeth’s "Learning-on-the-go" app (on mobile and tablets), HK kids for the FIRST time vividly saw the Eiffel Tower, Taj Mahal, Big Ben and many more world famous landmarks in 360 degree view using the latest Google Street View images. While kids imagine far-off places, they can also learn languages such as Cantonese, Mandarin and English 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) across HK during their family outings and readings, they earned “Learning Miles” to redeem learning tools and even a chance to visit a world landmark for real! By gamifying “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. Going even further to enhance learning and discovery at kindergartens, Wyeth’s app, mini-sized flashcards and world maps let teachers and students learn together in a totally new way!