ABCDANCE CARDS by BBH Shanghai for HUNAN AVA

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ABCDANCE CARDS

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Industry Public awareness
Media Direct marketing
Market China
Agency BBH Shanghai
Executive Creative Director Johnny Tan
Producer Ken Wang
Released April 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HUNAN AVA DAIRY CO.
Product/Service: NANSHAN BYWISE - INFANT FORMULA MILK POWDER
Agency: BBH CHINA
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: BBH CHINA, Shanghai, CHINA
Executive Creative Director: Johnny Tan (BBH China)
Senior Copywriter: Leo Zhang (BBH China)
Senior Copywriter: Carol Ong (BBH China)
Senior Art Director: Jeffrey Sun (BBH China)
DTP Artist: Jimmy Liu (BBH China)
Producer: Ken Wang (BBH China)
Account Director: Jasmine Huang (BBH China)
Account Manager: Joyce Hong (BBH China)
Account Executive: Natalie Ann (BBH China)
Media placement: Flyer - 1 Set - Hand Outs - 30April 2010
Describe the brief/objective of the direct campaign.
In China, young mothers have a misconception that brain development is all about IQ. Not many are aware that the brain has two main regions: the Cerebrum that focuses on intelligence; and the often neglected Cerebellum that’s crucial for motor skills. Nanshan Bywise launched an infant milk formula with special nutrients to help develop both brain regions. The task was to create flyers that educate Chinese mothers about the importance of nurturing both brain regions.
Explain why the creative execution was relevant to the product or service.
By enhancing an existing behaviour, Nanshan engages mothers every day with the message, “Nanshan Bywise develops both parts of your baby’s brain.” The Nanshan ABCDance Cards becomes a powerful brand-building tool that communicates, engages, and empowers mothers with the brand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Chinese mothers love teaching their kids the English alphabet. So instead of flyers, we designed special flash cards to help develop both parts of a child’s brain. The Nanshan ABCDance Cards. It combines each letter with baby calisthenics. It’s a simple concept. Now their motor skills get exercised while memorising their ABCs. Young kids also learn faster with gestures. The cards were distributed in day cares, infant educational centres, hospital clinics and other children establishments.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
To follow. Not launched yet.