IT'S `FACE' TIME! by DDB Hong Kong, PHD Hong Kong for Vitasoy

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IT'S `FACE' TIME!

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Industry Non-alcoholic drinks
Media Design & Branding
Market Hong Kong SAR China
Agency DDB Hong Kong
Associate Creative Director Kym Ma
Executive Creative Director Jeffry Gamble
Creative Director Karen Wong
Art Director Lam Kam Bun, Ra Tang
Agency PHD Hong Kong
Released March 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: VITASOY
Product/Service: DRINK
Agency: DDB GROUP HONG KONG
Agency: PHD HONG KONG
Date of First Appearance: Mar 8 2010
Entrant Company: DDB GROUP HONG KONG, HONG KONG
Executive Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Creative Director: Karen Wong (DDB Group Hong Kong)
Associate Creative Director: Kym Ma (DDB Group Hong Kong)
Senior Copywriter: Joe Chan (DDB Group Hong Kong)
Senior Art Director: Claudia Wong (DDB Group Hong Kong)
Senior Art Director: Wallace Wan (DDB Group Hong Kong)
Art Director: Ra Tang (DDB Group Hong Kong)
Art Director: Lam Kam Bun (DDB Group Hong Kong)
Business Director: Lisa Ip (DDB Group Hong Kong)
Account Director: Wynie Chan (DDB Group Hong Kong)
Account Manager: Caitlin Cheung (DDB Group Hong Kong)
Account Executive: Cafy Choi (DDB Group Hong Kong)
Strategic Planning Director: Milo Chao (DDB Group Hong Kong)
Managing Director: Ray Wong (PHD Hong Kong)
General Manager: Cedric Lam (PHD Hong Kong)
Strategic Planning Director: Deric Wong (PHD Hong Kong)
Planning Manager: Kat Chan (PHD Hong Kong)
Senior Buying Manager: Stephenie Lee (PHD Hong Kong)
Media placement: Print Ad - Newspaper/Magazine - Mar 8, 2010
Media placement: MTR Escalator Crown - Mass Transit Railway Platform - Mar 8, 2010
Media placement: Online - Mini Site - Mar 8, 2010
Media placement: Tram Body - Tram - Mar 8, 2010
Media placement: Bus Body - Bus - Mar 8, 2010
Media placement: Vending Machine - Shopping Mall - Mar 8, 2010
Media placement: Point Of Purchase Items - Supermarkets / Convenient Stores - Mar 8, 2010

Describe the brief from the client
Vitasoy is a leading household soy drinks brand established since 1940, like an old friend of Hong Kong, one that has stood by its people for 70 years - cheering them on, quenching their thirst and helping them to bond.

However, the brand’s core consumers are a new generation in their 20s who saw Vitasoy more like a distant uncle. Youth found Vitasoy’s communications irrelevant to them as it appealed more to parents and older adults.

It was strategically important for Vitasoy to engage with this consumer segment as market share for soy drinks was losing out to other non-alcoholic beverages.

Describe the challenges and key objectives
Soy drinks are being challenged in terms of monthly usage frequency, where they lagged 6 times behind packaged water and 2 times behind juice drinks and carbonated soft drinks (CSD). Consumption occasions were also limited to ‘breakfast’ and ‘feeling hungry’, functionally driven with limited emotional reward.

Our challenge therefore was to help a 70-year-old Vitasoy brand engage a 20-year-old target and nurture lifelong relationships with them as well as to extend its usage occasion,

Communicating to youths is notoriously tricky. It was vital to get them immersed in, inspired by, and talking about our campaign.

Describe how you arrived at the final design

On Vitasoy’s 70th anniversary, we saw an opportunity to reconnect our target consumer by leveraging one of our strongest media channels – our own packs. By tapping into the very essence of “face time”, we transformed Vitasoy packs into 70 limited-edition packs that carried messages of 70 different moments to give our messaging-obsessed consumers a new way to express themselves, live and in-person.

It was a world first: 70 different packaging designs for one single product; 70 unique instant messages for 70 different moments; 70 unique ways of brand connection with youths in an extremely cost efficient way.

Give some indication of how successful the outcome was in the market
When our consumers made the effort to send their friends messages using our packs, we connected them with Vitasoy in a way that celebrated 70 years of friendship.

These not only aided consumers in building real human connections, but also drove sales of Vitasoy drinks, extending its usage consumption to more than just breakfast or hunger occasions.

Sales increased by 40% YOY for value and volume in less than two weeks.

We made +20,000 friends on our Facebook account in less than two weeks.

Over 3,800 pack designs were uploaded to the campaign website, 54 times more than the 70 we created!