Sustagen Promo, Case study KIDS EARTH HOUR

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Industry Dairy products & Eggs, Milk
Media Promo & PR, Case study
Market Philippines
Released March 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Product/Service: SUSTA KID
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
VP/Head of Integration: Tony Sarmiento (Ace Saatchi & Saatchi)
Head of Activation: Onat Roldan (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Head of Digital: Shiela Tiongco (Ace Saatchi & Saatchi)
Creative Director: Ben de Luyas (Ace Saatchi & Saatchi)
Copy Writer: Kate Plata (Ace Saatchi & Saatchi)
Copy Writer: Jordan Santos (Ace Saatchi & Saatchi)
Copy Writer: Andrew Petch (Ace Saatchi & Saatchi)
Art Director: Hans Malang (Ace Saatchi & Saatchi)
Art Director: Gino Caoile (Ace Saatchi & Saatchi)
Activation Team: Nathan Cabigao (Ace Saatchi & Saatchi)
Activation Team: Patti Mallari (Ace Saatchi & Saatchi)
Activation Team: Joem Segovia (Ace Saatchi & Saatchi)
Final Artist: Rod Alonzo/Robert Achas (Ace Saatchi & Saatchi)
Print Producers: Rodel Quitain/Dennis Obien (Ace Saatchi & Saatchi)
Accounts: Edge Samson (Ace Saatchi & Saatchi)
Accounts: Claire Cruz (Ace Saatchi & Saatchi)
Media placement: Innovative/New Media - Saatchi & Saatchi - February 27, 2010

Summary of the Campaign
Problem Kids these days don’t get the most out of Sustagen Kid, the milk that builds strength and stamina, because they’re less physically active and more glued to electronic entertainment. Solution We challenged kids to “save energy indoors and use energy outdoors” during Kids Earth Hour, which we created alongside WWF. Via TV and radio commercials, flyers, print ads, and blogs, we convinced kids to play outdoors on Earth Hour day and save the planet. Results Our 2 million-peso budget drew 1,529 kids, 33,978 online page views, Php1,600,000 worth of out-of-home exposure, Php1,665,334 in PR, and Php11,655,685 in TV and radio publicity.

The Goal
In order to convince moms and their kids to unplug all electronics and play outdoors, we gave them biggest reason on earth: Saving the planet. So we created KIDS EARTH HOUR, a massive event where kids could play outdoor games on the same day and time as Earth Hour. The target for attendance was 1,500 kids. Media values were projected at Php40,000 for pre-event and 90,000 for post-event. Though our targeted moms were already invested in Sustagen, we still had getting them to buy in to the Kids Earth Hour advocacy was contingent on newspaper articles, TV features, and blogs.

Kids Earth Hour drew massive media coverage to the tune of Php11,655,685 in TV & radio publicity; Php1,665,334 in P.R.; Php1,600,000 in out-of-home exposure; and 33,978 page views online. All that, from a budget of two million pesos. 1,529 kids attended our main event and every single one pledged to engage in outdoor physical activities more often. But the real value lies in what the campaign did for Sustakid Milk’s brand image, positioning it as not only a builder of strength and stamina in your child’s body when combined with physical activity, but also a builder of a better planet.

First, we created a slogan: Save energy indoors, use your energy outdoors. We ran promotions for a month prior to the event with TV announcements and a radio campaign where kids performed unplugged music. We gave out leaflets designed like sale ads that would instantly grab any mom’s attention. These were strategically placed inside cable TV bills. Ironically, we even promoted the cause on the internet, where we had virals, web banners, a Facebook page, and bloggers spreading the word for us. Features in newspapers came out in 3 specific waves. First were editorials introducing the problem of kids getting less physical activities due to their addiction to videogames and other electronics. Then the next wave of articles announced Kids Earth Hour, its advocacy, and the event itself. The last batch appeared after the event, reporting the campaign’s success and encouraging moms and kids to keep playing outdoors regularly.

The Situation
‘Susta-Kid’ is a nutritional milk drink that builds strength and stamina in a child’s body, when combined with physical activity. But since kids today are participating in less outdoor physical activities, and more time indoors glued to their TVs, DVDs, videogames, and internet, they are not getting the most out of drinking Susta-Kid milk.

The Strategy
We targeted all mums whose kids were no longer playing outdoors because they just found enjoyment in electronics such as videogames, TVs, DVDs, and the internet. We had to give them a compelling reason to unplug all their devices and play outdoors. So we thought of the biggest reason on earth: Saving the planet.