Creative Execution

• Implementation: Social Experiment: We asked kids questions about their mums and found that some had never had breakfast with their mums. We then surprised 5 mums in 1 office with a breakfast for Mother's Day put together by their kids with a little help from Kellogg's and the dads of course. At the end of the surprise breakfast the kids promised what they would do each morning to free up mum's time, so they could have breakfast together again. • Timeline: Aug 7-12. • Placement: Facebook. • Scale: Kellogg’s Thailand Facebook Page. Facebook Pages of 9 Key Opinion Leaders.

In 10 days the film had gained 1.5 million views through the brand's Facebook page and the Facebook pages of 9 Key Opinion Leaders. The film also had about 13,750,000 impressions.

• Data gathering: We spoke to Thai mums and consumer research experts to understand what drove them day-after-day and specifically, Breakfast. We found two looming truths: Most stressed time of the day: Time-starved. Mornings are especially difficult with sleepy children, desire for getting them a nutritious breakfast and navigating rush hour traffic. Striving each day for a better life: Devoted to her children, she is torn between spending time with them and providing a better life for them. • Audience Thai mums with kids 4-6 years. Thai Mums’ cultural insight: My breakfast can wait! Rushed in the mornings, mothers don’t eat breakfast at home with their families. • Relevance to platform: Digital natives, constantly connected, sharing, uploading, streaming. • Approach: Mother’s Day was around the corner. So we would celebrate hard-working moms and their kids’ appreciation for them by giving mothers and kids a chance to finally have breakfast together.