100% OFF ELECTRONICS by Ace Saatchi & Saatchi Makati for Sustagen

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100% OFF ELECTRONICS

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Industry Dairy products & Eggs, Milk
Media Direct marketing
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Ben De Luyas
Art Director Ben De Luyas
Copywriter Jordan Santos
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: MEAD JOHNSON NUTRTION PHILIPPINES
Product/Service: SUSTA KID MILK DRINK
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Ben de Luyas (Ace Saatchi & Saatchi)
Copywriter: Jordan Santos (Ace Saatchi & Saatchi)
Art Director: Ben de Luyas (Ace Saatchi & Saatchi)
Final Artist: Rico Torres (Ace Saatchi & Saatchi)
Print Producer: Dennis Obien (Ace Saatchi & Saatchi)
Account Team: Edge Sampson (Ace Saatchi & Saatchi)
Account Team: Claire Cruz (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Media placement: Direct Mail - Inside Cable TV bills and handed out as flyers outdoors - 05/03/2010
Describe the brief/objective of the direct campaign.
‘Susta-Kid’ is a milk drink that builds strength and stamina in a child's body when combined with physical activity.Problem is, kids are doing less outdoor physical activities. Because they’re indoors glued to their TV’s, DVD’s, Video Games, And Internet.And Mums are letting it happen. So we realised that the objective of our direct campaign had to be to increase the physical gains of drinking Susta-Kid Milk, by increasing physical activity amongst kids.
Explain why the creative execution was relevant to the product or service.
The Creative Execution was extremely relevant to the product Susta-Kid Milk. Because Susta kid milk only had benefits to a child's body when combined with physical activity. Now if kids don't do physical activity because they're indoors using their electronics, and Mums are allowing it, then the benefit of drinking Susta Kid milk is reduced. But by Susta-Kid creating Kids Earth Hour, suddenly kids had a fun reason to play outdoors and Mums had a moral reason to ensure they do.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created 'Kids Earth Hour'. On the same day and time as Earth Hour, we asked Kids to unplug electronics indoors and play physically outdoors. And we got the 'Earth Hour' organization, WWF, to help us do it.One of the executions to promote it was a flyer for a 'mock' kids electronics sale with 100% off all items.First we distributed them as handouts in Malls. Then convinced one of Asia's biggest Cable TV providers, SKY Cable, to enclose our flyers inside their mailed-out bills.
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.
The flyer was instrumental to Mums and kids taking part in Kids Earth Hour and helping us achieve the net results of:over P15,000,000 in free publicity.Over 34,000 free page views online.And all from a budget of P2,000,000.Plus Kids Earth Hour contributed to a 40% increase in energy saved by Earth Hour in 2010.But the real value lies in what the campaign did for the Sustakid Milk brand. It positioned it as:- A builder of strength and stamina in your child’s body when combined with physical activity- A builder of a better planet.