KIDS EARTH HOUR by Ace Saatchi & Saatchi Makati for Sustagem

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KIDS EARTH HOUR

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Industry Dairy products & Eggs, Milk, Business equipment & services, Corporate Image
Media Promo & PR
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Creative Director Ben De Luyas
Art Director Gino Caoile, Hans Malang
Copywriter Andrew Petch, Jordan Santos, Kate Plata
Released February 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: MEAD JOHNSON NUTRTION PHILIPPINES
Product/Service: 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)
Vice President / 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)
Copywriter: Kate Plata (Ace Saatchi & Saatchi)
Copywriter: Jordan Santos (Ace Saatchi & Saatchi)
Copywriter: 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)
Print Producer: Rod Alonzo / Dennis Obien (Ace Saatchi & Saatchi)
Accounts: Edge Samson (Ace Saatchi & Saatchi)
Accounts: Claire Cruz (Ace Saatchi & Saatchi)
Media placement: Live Events - Multiple Asian Cities - Earth Hour Day
Media placement: Sampling - Multiple Asian Cities - 01/03/2010…
Media placement: PR - All media - Newspapers / TV / Internet Sites + Blogs / Radio - 01/03/2010…
Media placement: Merchandising / Ambient - Stickers, T-shirts - 01/03/2010…
Media placement: Direct Mail Flyer - Inside Sky TV Cable Bills - 01/03/2010…
Media placement: Facebook page /Online banners/Viral Film - Facebook, You Tube / Websites / Blogs - 01/03/2010…
Media placement: Outdoor/Indoor Posters - Outdoor sites / Indoor schools + play areas - 01/03/2010…
Media placement: Recyclable Plastic Bags - SM Malls/Supermarkets - 01/03/2010…
Media placement: TV - Nickelodean / GMA 7 - 01/03/2010…
Media placement: Radio - Energy FM / Love Radio - 01/03/2010…
Describe the objective of the promotion.
‘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 promotional campaign had to be to increase the physical gains of drinking Susta-Kid Milk, by increasing physical activity amongst kids.
Describe how the promotion developed from concept to implementation
We created 'Kids Earth Hour'. On the same day and time as Earth Hour, we asked Kids/Mums to unplug electronics indoors and play physically outdoors. And we got the 'Earth Hour' organisation, WWF, to help us do it. The strength of the Kids Earth Hour promo was that it gave kids and Mums a more compelling reason to combine drinking Susta Kid milk with physical activity - saving the planet! A multimedia campaign promoted it, plus simultaneous live events were were held on Earth Hour day/ night (next door to the main Earth Hour events) in multiple Asian cities.
Describe the success of the promotion with both client and consumer including some quantifiable results
The promo campaign achieved 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.
Explain why the method of promotion was most relevant to the product or service
The idea was extremely relevant to Susta-Kid Milk, because the product only has real benefits to a child's body if combined with physical activity. And what was reducing kids physical activity was their choice to spend their time on their indoor electronics. So getting kids (with Mums buy-in) to unplug their electronics and play outdoors for the bigger purpose of saving the planet, gave kids and Mums a more compelling reason to combine drinking Susta Kid milk with physical activity.