The Brief

Lucky Me!'s 2014 Kainang Pamilya Mahalaga (KPM) advocacy took on the difficult task of triggering major behavioural change among Filipino parents. KPM helped parents re-evaluate their parenting through a targeted integrated campaign that took them from identifying the problem to enacting solutions for it. A TVC and online video helped parents spot a destructive habit that's been ingrained in Filipino parenting culture for generations. This habit, giving mealtime sermons, has created a lasting negative impression on children. Once parents were aware of this, the extent of the habit's damage was communicated through radio. We then gave parents tools to solve the problem. A social media quiz helped parents evaluate their parenting. The quiz also gave them professional advice sourced from a renowned family psychologist. Targeted social media ads, meanwhile, gave parents communication tips simple enough for them to enact right away.

Creative Execution

To help the nation unlearn a habit that’s been ingrained in its culture for generations, Lucky Me! created a national disturbance. A massive 360 campaign clearly communicated how the manner of reproach can create indifference and endanger the relationship between a parent and a child. A TV and online video saw the dinner table turn into a battlefield when a parent’s positive intentions are delivered with hurtful words and tone. Radio spots communicated the appalling extent of the damage this habit causes. These efforts were released simultaneously. Then, LED billboards and social media ads taught parents how to give their sermons a healthier treatment. A social media quiz offered parenting assessment and advice. Every piece of the campaign were designed to ‘disturb’ the nation into realising how harmful their words can be, especially when said at the dinner table. It also gave them solutions to reverse the damage.

Describe the creative solution to the brief/objective.

Lucky Me! has been part of the Filipino household for years. Its 98% household penetration for total Philippines (AC Nielsen, Dec 2014) is testament to the brand’s massive reach. But Lucky Me! hoped to take physical nurturing to a wholistic level. This gave way to the Kainang Pamilya Mahalaga (KPM) advocacy. The 2014 KPM advocacy saw the nation's most loved noodle brand help put a stop to sermons and make parents re-evaluate their parenting, thus instilling the values of humility, understanding, and selflessness where there was once anger and self-righteousness.

Results

TVC struck a chord for housewives (HW) and college students (CS) with Above Average (AA) score for branded cut-through. Respondents associated the TVC with Lucky Me! and were strongly convinced by its messaging. TVC had powerful memorability (BCT). The sermon and use of the elongating table left a mark on viewers. The creative execution was highly remarkable (Novelty), resonated with one’s values and principles (Affective Impact) and extremely relatable (Relevance). ‘Importance of Meal Times’ rating significantly increased post-campaign. TVC successfully communicated the importance of a peaceful mealtime environment; a feat, considering respondents have the common misconception that the dinner table is a place to talk about problems. The campaign gained 11,443 Youtube views. Netizens said it was one of the best and most relatable ads they ever saw. Over 3,700 users of the quiz in only 35 days 17 Million Filipinos were reached in 40 days