Wyeth Case study SEE THE WORLD AT HOME [Video] by TBWA\Hong Kong

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SEE THE WORLD AT HOME [Video]

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Industry Health & Pharmaceutical Products, Vitamins & Diet Complements
Media Case study
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Released February 2013

Awards

Spikes Asia 2013
Media Consumer Products Bronze

Credits & Description

Client WYETH NUTRITION HONG KONG
Product WYETH GOLD
Entrant OMD HONG KONG, HONG KONG
Type of Entry Media: Product/Service
Category Consumer Products
Title SEE THE WORLD AT HOME
Product/Service WYETH GOLD
Advertising Agency : TBWA\HONG KONG, HONG KONG
Media Agency : OMD HONG KONG, HONG KONG
Entrant Company : OMD HONG KONG, HONG KONG
Denny Wong Tbwa\ Hong Kong Senior Technical Producer
Shawni Cheung Tbwa\ Hong Kong Senior Chinese Copywriter
Alan Wong Tbwa\ Hong Kong Art Director
Ken Hui Tbwa\ Hong Kong Creative Director
Esther Wong Tbwa\ Hong Kong Group Creative Director
Kan Ng Tbwa\ Hong Kong Account Executive
Crystal Tang Tbwa\ Hong Kong Senior Account Manager
Vallois Choi Tbwa\ Hong Kong Associate Account Director
Joanna Wong Tbwa\ Hong Kong Senior Account Director
Florence Kong Tbwa\ Hong Kong Director Of Client Service
Courtney Lau Omd Hong Kong Digital Executive
Katherine Ng Omd Hong Kong Buying Manager
Augustin Chan Omnicommediagroup Hong Kong Communication Planner
Anthony Lau Omnicommediagroup Hong Kong Communication Planner
Denise Cheung Omd Hong Kong Media Planner
Deric Wong Omnicommediagroup Hong Kong Head Of Strategy And Insights
Koyi Wu Omd Hong Kong Digital Manager
Jasmine Lee Omd Hong Kong Business Director
RESULTS AND EFFECTIVENESS:
In just 2 months, - TOP 5 downloaded education App! - 20K+ App downloads, from 327 parents a day! - 60K+ Flashcards unlocked, 13 countries explored! - Over 9 million learning miles earned (equivalent to 350 times around the world!) - Press recommendations worth HKD674K! Most importantly, the campaign has prepared HK kids to explore, learn and see beyond their small city and grow up in a big big world. - Helped kids understand the world – 97% agree - Wyeth is a trusted parenting partner – 99% agree - New users +65%! - YTD Sales increased +30%! - Campaign ROMI 26:1
CREATIVE EXECUTION:
Unlike other parenting tools, we shaped the learning discovery by turning kids’ surroundings into places of the world. Through Wyeth’s "Learning-on-the-go" app (on mobile and tablets), HK kids for the FIRST time vividly saw Tour Eiffel, Taj Mahal, The Big Ben etc in 360 degree view using latest Google Street View images. While kids imagine far-off places, they could also learn foreign languages in English, Cantonese and Mandarin and engage in conversations about the world to grow closer with their parents. Each time kids made a discovery by unlocking Wyeth’s world landmark flashcards (Image Recognition enabled) across HK during their family outings and reading, they earned “Learning Miles” to redeem learning tools and even a chance to visit a world landmark for real! Going even further to enhance the teaching at kindergartens, Wyeth’s app, mini-sized flashcards and world map let teachers and students learn together in a totally new way!
INSIGHTS, STRATEGY AND THE IDEA:
In an increasingly globalized world, kids are growing up with endless possibilities as well as stern challenges. Children who are comfortable in the globalized world gain a distinct edge in competitive environments, and ultimately grow up to become better-adjusted and more confident adults. Many Hong Kong parents understand that kids are growing up in a globalized world but find it difficult to raise a ‘global’ kid! As a parenting partner, infant milk formula brand Wyeth wanted to inspire HK kids to learn about the world and help parents make it a fundamental part of early childhood development, without breaking the bank. Our idea – “SEE the world at home” is the starting point and lens to the world through world’s famous Landmarks, extending children’s playground at home to the whole world and encouraging them to make discoveries that will spark their views of the world, in new eyes.