MEAD JOHNSON NUTRTION Print ENFA - SPINERS - ENFA by Ace Saatchi & Saatchi Makati

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ENFA - SPINERS - ENFA

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Industry Milk
Media Print, Magazine & Newspaper
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco
Art Director Janette De Veyra
Copywriter Bia Fernandez
Producer Dennis Obien, Karen Sto. Domingo
Photographer Ruel Arnedo, Miguel Famularcano
Account Supervisor Edg Samson, Lala De Leon, Jo Angeles
Editor Jerwin Espiritu, Niccolo Anacleto
Released November 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: MEAD JOHNSON NUTRITION PHILS.
Product/Service: ENFA
Agency: ACE SAATCHI & SAATCHI
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Copywriter: Bia Fernandez (Ace Saatchi & Saatchi)
Art Director: Janette de Veyra (Ace Saatchi & Saatchi)
Account Supervisor: Edg Samson (Ace Saatchi & Saatchi)
Account Supervisor: Lala De Leon (Ace Saatchi & Saatchi)
Account Supervisor: Jo Angeles (Ace Saatchi & Saatchi)
Producer: Karen Sto. Domingo (Ace Saatchi & Saatchi)
Producer: Dennis Obien (Ace Saatchi & Saatchi)
Photographer: Ruel Arnedo (F8 Imaging)
Photographer: Miguel Famularcano (Ace Saatchi & Saatchi)
Editor: Niccolo Anacleto (Post Manila)
Editor: Jerwin Espiritu (Post Manila)
Media placement: AMBIENT MEDIA - BOOKSTORES - NOVEMBER 20, 2011
Media placement: ONLINE MEDIA - ONLINE - NOVEMBER 20, 2011

Describe the objective of the promotion.
Enfakid A+ is a children’s milk with 4x more DHA – a food supplement that supports superior brain development. This is a benefit that would grab any parent’s attention. Except that in Philippine supermarkets, their competitors are drowning them out with almost 3x the budget for SOV (Share of Visibility). In such a cluttered space, Enfakid A+ had to find a smarter way to get their message across.

Describe how the promotion developed from concept to implementation.
We targeted parents when they are most interested in their child’s development – in bookstores browsing through parenting books. We created Enfakid A+ Spiners – turning boxes of milk into books. Boxes of milk disguised as books by attaching book spines to the boxes, with titles about brain development. They were placed in top bookstores. Parents intrigued by the titles took them out, to find that they were sampling boxes they could get for free.

We also placed each on the websites of top bookstores. Once clicked, we reveal it’s an Enfakid A+ sample we can deliver to them for free.

Explain why the method of promotion was most relevant to the product or service.
It got consumers talking about Enfakid A+ from bookstores, to bookstore websites, to blogs, forums and social media networks. And most importantly, back in supermarkets where over 75,000 boxes were sold during the campaign period. Yes, we got more attention in more places than if we’d stayed in just supermarkets. All thanks to 1 novel idea. Literally.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It got consumers talking about Enfakid A+ from bookstores, to bookstore websites, to blogs, forums and social media networks. And most importantly, back in supermarkets where over 75,000 boxes were sold during the campaign period.