The Brief

In Ready To Drink Milk (RTDM) category, where 70% of consumption is driven by kids, competition is fierce. 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. The challenge was to convey the brand story to kids’ through on-pack “Flying Farm toy” collectibles promotions and achieve 6% volume sales uplift over the current baseline. We decided to integrate mobile into the regular on-pack promotion exercise. Instead of just giving away collectibles, we created a direct interaction with the brand. We elevated the mundane on-pack “Flying Farm toy” collectibles promotions of Dutch Lady to the next level. In order to influence the kids’ at the point of sale (POS), we communicated the Dutch Lady’s Dutch heritage story in an interesting and distinctive way, thereby gaining more sales.

Creative Execution

Sensing this opportunity, we elevated “Flying Farm toy” collectibles promotions to a whole new level by introducing an augmented reality mobile app called “FLYING FARM” that gives kids a virtual experience into the world of Dutch Lady. TV commercials generated awareness about the “Flying Farm” on-pack promotions. We attached a ‘”Flying Farm” toy (collection of 30 cows) with every string of milk and an invitation to download the app. Using ‘augmented reality’ in the App; even in store; kids could scan Dutch Lady pack using smartphones or tablets and they would be transported to the farm world of Matt Truitman, the Dutch farm boy and his side-kick, Bella the cow. They could then interact with Matt by tickling him and take selfies. Interestingly, they could scan the flying farm toy and Matt would jump on it virtually and fly around the farm, enabling the brand to tell its brand story.

Describe the creative solution to the brief/objective.

The primary target audience of the campaign is Vietnamese kids from 4 to 12 years old while secondary target are moms from ABCD classes, who make purchase decisions for the family. Even though mothers are just the secondary targets, we need to ensure that their children ask for our brand. Communicating a brand story in a regular way wouldn’t be successful. We realized one fact that kids buy milk brands depending on how attractive the offer seemed to them, and the other fact was that Vietnamese children have become extremely tech-savvy and digitally involved.