Dutch Lady began appealing more to kids with more than 27,000 downloads of the App happened in just 4 weeks. ‘Flying Farm’ received an average rating of 4+ in the Google App Store. No wonder, over 92% of people who downloaded this App went back to play it again and again. The ‘Flying Farm’ app was the first successful attempt at gamification in the RTDM category in Vietnam. This was a never-seen-before innovation in the milk category in Vietnam and currently listed as the only milk-branded mobile app. We not only conveyed the brand story, but also surpassed the campaign target of 6% sales and achieved 13%, achieving a total increase of 19%. With the success of this mobile innovation, Dutch Lady decided to sustain the platform for longer term and plans to adapt the same idea to its global markets in the future.

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 in a cluttered landscape of promotions/freebees 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 an interactive experience using the tablet/ smartphone; given that tablets penetration reached over 30% of households and over 65% penetration for smartphones. Using an augmented reality mobile app called “FLYING FARM” we gave kids a virtual experience into the world of Dutch Lady.