Promo, Case study DIY FLASHCARDS MOBILE APP by OMD Hong Kong

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Industry Milk
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency OMD Hong Kong
Released July 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: FORMULA MILK
Date of First Appearance: Jul 10 2010
Entry URL:
Business Director: Jasmine Lee (OMD)
Strategic Planning Director: Deric Wong (OMD)
Communications Strategist: Harleen Kaur (OMD)
Senior Digital Planner: Iris Guan (OMD)
Senior Business Manager: Terry Chu (Yahoo!)
Senior Project Executive: Alice Fong (Yahoo!)
Managing Consultant: River Ho (NMC Interactive)
Media placement: Mobile - mobile application - 15 July 2010
Media placement: Online -; - 15 July 2010

Insights, Strategy & the Idea
In Hong Kong, the infant formula milk market is primarily targeted at mothers with kids below 3 years old (only 0.01% of Hong Kong’s total population). With a 104% YOY growth in IMF advertising, Hong Kong mums are spoilt for choice.

Hong Kong mums are extremely competitive and want their child to be the ‘smartest’. They rely heavily on DHA as a source of nutrition that develops their children’s brain. Wyeth wanted to educate mums that only a right balance of AA (visual) + DHA (cognitive) can support a child’s complete development.

Mums get actively involved in the learning process of their kids from an early stage. They prefer their kids to learn from their immediate environment. We created a ‘Do it yourself (DIY)’ app on mobile phones for mums to customise learning materials for their kids and be actively involved in their kids’ lives by being part of the learning process itself.

Creative Execution
Through Wyeth’s mobile application, mums could find 100 pre-developed flashcards with real human voice pronunciations, which they could use to read or educate their child with.

They could also customise learning materials by keeping in mind their child’s ability, language requirement and be inspired from certain special occasions around them. Just take a picture, type the word and pronounce it in both English and Chinese so kids could listen and touch the adorable images on the app which stimulated their hand and eye coordination, as well as developing their brain. The bilingual input function allowed creativity without boundaries. Or mums could contact Wyeth for more learning programs tailored to children.

Our App empowered mums to be actively involved in the entire learning process, and therefore provided them a sense of moulding their child’s future. Not only fun and interactive, the App also facilitated brand relationship in the whole learning process.

Results and Effectiveness
Wyeth Gold total brand share jumped from 18% (in 2009) to 24% post the campaign.

Sales of Wyeth’s Progress Gold and Promise Gold products increased by 71% and 111% vs. average off take.

The app was ranked #1 in the Education category at Hong Kong Apple apps store in just one week. Over 6,200 downloads in one month which meant that 1 out of every 10 mum had this app on her phone. Wyeth also benefited +12% increase of sentiment index on WOM.

Positive comments like “my baby loves it”, and “a must have app for kids” were shared by mums on iTunes.