Sustagen Kids Milk Drink: "KIDS EARTH HOUR" Promo / PR Ad by Ace Saatchi & Saatchi

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: MEAD JOHNSON NUTRITION PHILIPPINES
Product/Service: SUSTAGEN KID MILK
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Feb 27 2010 12:00AM
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Vice President/Head of Integration: Tony Sarmiento (Ace Saatchi & Saatchi)
Head of Activation: Onat Roldan (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Head of Digital: Shiela Tiongco (Ace Saatchi & Saatchi)
Creative Director: Ben de Luyas (Ace Saatchi & Saatchi)
Copywriter: Kate Plata (Ace Saatchi & Saatchi)
Copywriter: Jordan Santos (Ace Saatchi & Saatchi)
Copywriter: Andrew Petch (Ace Saatchi & Saatchi)
Art Director: Hans Malang (Ace Saatchi & Saatchi)
Art Director: Gino Caoile (Ace Saatchi & Saatchi)
Activation Team: Nathan Cabigao (Ace Saatchi & Saatchi)
Activation Team: Patti Mallari (Ace Saatchi & Saatchi)
Activation Team: Joem Segovia (Ace Saatchi & Saatchi)
Final Artists: Rod Alonzo/Robert Achas (Ace Saatchi & Saatchi)
Print Producers: Rodel Quitain/Dennis Obien (Ace Saatchi & Saatchi)

Results and Effectiveness
Kids Earth Hour drew massive media coverage to the tune of PHP11,655,685 in TV & radio publicity; PHP1,665,334 in PR; PHP1,600,000 in out-of-home exposure; and 33,978 page views online. All that, from a budget of two million pesos. 1,529 kids attended our main event and every single one pledged to engage in outdoor physical activities more often. But the real value lies in what the campaign did for Sustagen Kid Milk’s brand image, positioning it as not only a builder of strength and stamina in your child’s body when combined with physical activity, but also a builder of a better planet.

Creative Execution
We approached the global organisation behind Earth Hour, WWF, and asked them to help us create KIDS EARTH HOUR, a massive event where kids could play outdoor games on the same day and time as Earth Hour. Our campaign slogan: Save energy indoors. Use your energy outdoors. We promoted the cause with TV plugs during cartoon programmes and a radio campaign where kids performed unplugged music. We gave out leaflets designed like sale ads that would instantly grab any mom’s attention. These were strategically placed inside cable TV bills. Ironically, we even promoted the cause on the Internet.

Insights, Strategy & the Idea
Sustagen Kid Milk has always been about building strength and stamina in each child. But since kids today are participating in less outdoor physical activities, and more time indoors glued to their TVs, DVDs, videogames, and Internet, they are not getting the most out of drinking Sustagen Kid Milk. Meanwhile, moms have not been able to solve this problem. So our goal was to increase outdoor physical activity amongst kids in order to increase the physical results gained from drinking Sustagen Kid Milk. We had to convince these moms and their kids to unplug all electronics and play outdoors. So we gave them the biggest reason on earth: Saving the planet.