Title | THE FLYING FARM |
Brand | FRIESLANDCAMPINA VIETNAM |
Product / Service | DUTCH LADY 20+ |
Category | A09. Original Branded Digital or Social media |
Entrant | LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM |
Entrant Company | LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM |
Contributing Company | LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM |
Media Agency | MINDSHARE VIETNAM Ho Chi Minh City, VIETNAM |
Production Company | ARNCO Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
Kate Bayona-Garcia | Leo Burnett Vietnam | Head of Digital and Innovations |
Paolo Garcia | Leo Burnett Vietnam | Digital Creative Director |
Tran Giang Phuoc Hanh | Leo Burnett Vietnam | Digital Account Lead |
Ngo Nguyen Phuong | Leo Burnett Vietnam | Digital Design Lead/ UX Designer |
Nguyen Thuy Ngan Tran | Leo Burnett Vietnam | Digital Designer |
Tran Le Minh Bao | Leo Burnett Vietnam | Digital Content Writer |
Anh Thu Nguyen | Leo Burnett Vietnam | Digital Content Writer |
Tran Dinh Truong Thinh | Leo Burnett Vietnam | Digital Account Executive |
Alok Bhute | Leo Burnett Vietnam | Strategic Planner |
Vo Thi Phuong Thanh | FrieslandCampina Vietnam | Brand Leader |
Schrijen Leonoor | FrieslandCampina Vietnam | Marketing Manager |
Dinh Vu Thanh Uyen | FrieslandCampina Vietnam | Media Manager |
Nguyen Ha Giang | FrieslandCampina Vietnam | Brand Manager |
Doan Thi Diem Chi | FrieslandCampina Vietnam | Digital Manager |
Dairy category in Vietnam generates over $2 billion in sales annually and is one of the most competitive categories in the market. Four key players (Dutch Lady, VinaMilk, TH Milk, Bavi) aggressively compete especially in Media, POS, Product innovations, Online and Promotions. In Ready To Drink Milk (RTDM) category, where 70% of consumption is driven by kids, competition is even fierce. Pester Power, which is the ability of kids to influence their parents’ purchase, is the main force of switching in this category. All RTDM brands are trying to use “Pester Power” to woo children in the age group of 4-12 years old by constantly launching kids’ on-pack promotions at least twice a year. We needed to communicate the Dutch Lady Brand heritage story with ‘Flying farm’ collectibles launched by the brand as a part of promotions.