CalciYum Promo, Case study KIDS CAN DO BIG THINGS by OMD FUSE, OMD Sydney

Adsarchive » Promo , Case study » CalciYum » KIDS CAN DO BIG THINGS


Pin to Collection
Add a note
Industry Milk
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Director Sharon Cookson
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Agency: OMD FUSE
Date of First Appearance: Apr 5 2009 12:00AM
Entrant Company: OMD FUSE, Melbourne, AUSTRALIA
Entry URL:
Director: Sharon Cookson (OMD Fuse)
Managing Director: Keith Brown (Showtime Attractions)
Creative Services Manager: Wendy Garth (Warner Bros. Consumer Products)
Account Director: Jasmine Kha (Creative Results)
Communications Manager: Dave Christison (OMD Fuse)
Media placement: Interactive Sets & Sampling (Live Events) - Movie World & Westfield Garden City Shopping Centre - 05/04/2009
Media placement: TV Events - Movie World & Kids WB (Aug 09) - 05/04/2009
Media placement: Online Game - - 11/09/2009
Media placement: Online Consumer Promo & Brand - Banners and buttons on various kids/sport website On Various Kids/sport Websites - 11/09/2009
Media placement: Online - Campaign Site - - 11/09/2009
Media placement: TV Campaign - 30" spots On Kids WB, Cartoon Network And Boomerang (TV) - 05/04/2009
Results and Effectiveness
111,650 mums and kids had direct brand interaction with the KIDS CAN DO BIG THINGS events.Clients independent brand tracking research confirming the following results:• ‘Favourite brand’ grew 38% (to 1 in 4 consumers)• ‘Bought most often’ grew 40%• Spontaneous awareness grew 60%Most importantly, Aztec Grocery Scan data showed Sales grew 39% (year on year).
Creative Execution
89 Free (basketball themed) KIDS CAN DO BIG THINGS events toured major shopping centres. Kids completed bike sprints, trampolines and shooting hoops, then received wrist stamps, an instant photo, and show bag including product sample, photo frame, collectible posters (of heroes promoting healthy activities) etc, plus a brochure for mum outlining nutritional benefits of CalciYum and the programme.Heroes, Andrew Bogut and Lauren Jackson (Australia’s No. 1 male & female basketballers), appeared in community service style TV, live TV event, PR, and hosted an exclusive kids basketball clinic for consumer and trade promotions.Two live TV events featured the branded sets and a tailored online game invited kids to play virtual basketball against our heroes, before encouraging them to go outside and play for real.TV included cartoon marathon sponsorship, and online promoted the game and consumer promotion.Donations from events enabled Deaf Basketball Australia to establish junior development clinics.
Insights, Strategy & the Idea
CalciYum is a kid’s flavoured milk, with 50% more calcium and Vitamin D to aid its absorption. It has no added colour or flavours and less fat than other brands. Our job was to make CalciYum a favourite brand (with kids), lift awareness and increase purchase (by mums).Our campaign tapped into insights that kids love being good at stuff, collecting stuff, having heroes to learn from and doing what the big kids can do. Mums want to provide kids with the opportunity to learn and grow, and products that are tasty and good for them. Our strategy was to bring to life the partnership of CalciYum and Looney Tunes Active through a high energy interactive program called 'KIDS CAN DO BIG THINGS (with a little CalciYum)”. The aim of this integrated programme was to encourage fun and healthy kid’s activities while promoting (and sampling) the product and brand.