MAMAMOVES by Duval Guillaume Modem Antwerp for Vlam

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MAMAMOVES

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Industry Milk
Media Design & Branding
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Eva De Jonckheere
Copywriter Catheline Leroy
Released April 2011

Credits & Description

Category: Self Promotion
Advertiser: FLEMISH MILK BOARD (VLAM)
Product/Service: MILK
Agency: DUVAL GUILLAUME BRUSSELS
Date of First Appearance: Apr 29 2011
Entrant Company: DUVAL GUILLAUME BRUSSELS, BELGIUM
Creative Directors: Katrien Bottez & Peter Ampe (Duval Guillaume Brussels)
Copywriter: Catheline Leroy (Duval Guillaume Brussels)
Art Director: Eva De Jonckheere (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Jan De Wulf (Duval Guillaume Brussels)
Media placement: instruction video - DVD can be ordered through website - 29 April 2011
Media placement: print campaign - national press - 29 April 2011
Media placement: flyering - in maternities - 29 April 2011
Media placement: online platform - http://www.mamamoves.be - 29 April 2011

Describe the brief from the client
Young women don’t drink enough milk, even though they know the risk of getting osteoporosis at a later age. How can we reach these young women?

Describe the challenges and key objectives
We decided to address them at a moment they are sensitive for messages about their health: this moment is right after giving birth, because then they are highly aware of their own body and health.

Describe how you arrived at the final design
Staying in shape is about healthy food, but also about getting enough exercise. Milk wanted to help with both, so they developed Milk Mamamoves, a fitness program all young mums can do with their baby as fitness weight. Milk MamaMoves is developed with Fitclass and comprises 27 exercises that can be viewed online or ordered on DVD. You can also order a baby bodysuit with the weight of your baby printed on it. The launch of Milk Mamamoves is supported by a national print campaign, flyering in maternities and an online platform.

Give some indication of how successful the outcome was in the market
The aim of the campaign is to bring Milk top of mind with young women, a target audience that is normally very hard to reach, but not right after they have given birth. More facts and figures are not available yet, since this campaign was launched on April 29th, just before the entry deadline of this competition.