The Brief

Dutch Lady wanted to communicate the brand story to kids and achieve 6% volume sales uplift over the current baseline given the promotional freebies/collectibles. We decided to do something unconventional and integrate mobile into the regular on-pack promotion exercise. We created an interactive experience using the tablet/smartphone; given that tablets penetration reached over 30% of households and over 65% penetration for smartphones. We elevated “Flying Farm toy” collectibles promotions to a whole new level by introducing an augmented reality mobile app called “FLYING FARM” that also gives virtual experience into the world of Dutch Lady.

Explain why the method of promotion was most relevant to the product or service

While TV commercials generated awareness about the “Flying Farm” on-pack promotions, we leveraged in-store. Generally kids accompany their parents in purchasing and promotions largely influences purchase decisions. Hence, we attached a ‘”Flying Farm” toy (collection of 30 cows) with every four packs of milk with an invitation to download the “Flying Farm” app. Using ‘augmented reality’ in the Flying Farm App, kids could scan the Dutch Lady milk 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 from their Dutch Lady purchase and Matt would jump on it virtually and fly around the farm on it. More the collectibles, interesting the game will be.