Brief Explanation

Illuma, Hong Kong’s leading premium infant milk formula is designed specifically to fulfil toddlers’ natural nutritional needs. In fact, Mums who choose Illuma never settle for less. Apart from feeding their kids with the best nutrition, they are eager to look for the best for their kids’ development - learning opportunities and a healthy environment for kids to unleash their potential. Their quest for perfection gave us an opportunity to offer these mums a unique experience that would bring them closer to Illuma and experience its brand values!

Results and Effectiveness

From outdoor to a virtual garden, +3,900 visitors (from a 4-day event) and 2,403 virtual plants created all made a positive difference to the NATURE. In total, 1,000 trees were donated to HK, equivalent to the world’s 3rd tallest building stack together! The pledges to care for nature not only touched the media (86 press clippings worth HKD8.4M) but also garnered wider involvement. With 8,947 Facebook Fans and 2,859 Illuma’s community members gained over a few weeks, brand adoption for Illuma grew and boosted sales to surpass last year by 180% increase!

Creative Execution

“Illuma Eden” is a seafront garden that enabled families to appreciate the beauty of nature. Through print, parents discovered a 3D pop-up garden invitation by which they could R.S.V.P for a private ride. In Illuma Eden’s multi-sensory discovery zone, kids were allowed to see, smell and even touch vegetation they only read about. Plant’s absorption system was also magnified to educate parents of Illuma’s absorption formula. Making HK a greener place, families created their GREEN art-piece in our plant jamming workshop! The experience was extended to Facebook, in which families could plant a virtual strawberry for a real one!

Insights, Strategy and the Idea

Playing outdoors has always been the best nurture for kids. But in HK, the concrete jungle as many say, parents struggle to find a backyard for kids to play! So kids has no choice but to grow up indoors, detached from all things green and lively. This inspired us to shape a greener environment for HK kids’ childhood and cement the supremacy of Illuma’s natural formula! Right in the center of HK, we built Illuma Eden – an invitation to the 'garden by the sea' for children to appreciate the beauty of nature and extend their play from indoor to outdoor!