Creative Execution

Using ‘augmented reality’ in the App, 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 and virtually fly around the farm.

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.