70 INSTANT MESSAGE PACKS by DDB Hong Kong, Tribal Worldwide Hong Kong for Vitasoy

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70 INSTANT MESSAGE PACKS

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Industry Non-alcoholic drinks
Media Promo & PR
Market Hong Kong SAR China
Agency DDB Hong Kong
Associate Creative Director Kym Ma
Executive Creative Director Jeffry Gamble
Creative Director Karen Wong
Art Director Lam Kam Bun, Ra Tang
Agency Tribal Worldwide Hong Kong
Released March 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: VITASOY INTERNATIONAL HOLDINGS
Product/Service: DRINK
Agency: TRIBAL DDB HONG KONG
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: DDB HONG KONG, HONG KONG
Executive Creative Director: Jeffry Gamble (DDB Hong Kong)
Creative Director: Karen Wong (DDB Hong Kong)
Associate Creative Director: Kym Ma (DDB Hong Kong)
Senior Copywriter: Joe Chan (DDB Hong Kong)
Senior Art Director: Claudia Wong (DDB Hong Kong)
Senior Art Director: Wallace Wan (DDB Hong Kong)
Art Director: Ra Tang (DDB Hong Kong)
Art Director: Lam Kam Bun (DDB Hong Kong)
Business Director: Lisa Ip (DDB Hong Kong)
Account Director: Wynie Chan (DDB Hong Kong)
Account Manager: Caitlin Cheung (DDB Hong Kong)
Account Executive: Cafy Choi (DDB Hong Kong)
Strategic Planning Director: Milo Chao (DDB Hong Kong)
Managing Director: Ray Wong (PHD Hong Kong)
General Manager: Cedric Lam (PHD Hong Kong)
Strategic Planning Director: Deric Wong (PHD Hong Kong)
Planning Manager: Kat Chan (PHD Hong Kong)
Senior Buying Manager: Stephenie Lee (PHD Hong Kong)
Media Buyer: Kristy Tsui (PHD Hong Kong)
Media placement: Print Ad - Newspaper / Magazine - Mar 8, 2010
Media placement: MTR Esculator Crown - Mass Transit Railway Platform - Mar 8, 2010
Media placement: Online - Mini Site - Mar 8, 2010
Media placement: Tram Body - Tram - Mar 8, 2010
Media placement: Bus Body - Bus - Mar 8, 2010
Media placement: Vending Machine - Shopping Mall - Mar 8, 2010
Media placement: Point Of Purchase Items - Supermarkets / Convenient Stores - Mar 8, 2010

Describe the objective of the promotion.
In Hong Kong, Vitasoy is a household name. Since 1940, the brand has stood by the people of Hong Kongm, cheering them on, quenching their thirst and helping them bond. Vitasoy is like an old friend, one that has stood by Hong Kong for 70 years. However, the brand’s core consumers are a new generation, in their 20s who see Vitasoy more like a distant uncle. It was strategically important for Vitasoy to engage this consumer segment and nurture lifelong relationships with them. Our challenge was to help a 70-year-old Vitasoy brand engage 20-year-old target.

Describe how the promotion developed from concept to implementation
“Twenty-Somethings” are tech-savvy. Technology has connected them to more people than ever before. Yet, with more digital connections, they have fewer human connections. There’s more screen time than face time; more text messages than moments together. On Vitasoy’s 70th Anniversary, we created limited-edition packs to give our messaging-obsessed consumers a new way to express themselves - live and in-person. It was a world first: 70 different packaging designs for one single product; 70 unique instant messages for 70 different moments.

Describe the success of the promotion with both client and consumer including some quantifiable results
Sales: Sales increased 40% YOY for value and volume in fewer than two weeks. All 40,000 collectibles - attainable for two dollars with purchase of two packs - were sold out in two days. High level of engagement: We made 17,000 friends, not just fans, on our Facebook account in less than two weeks. One fan even developed a Facebook application that 7,000 people signed on to use. Over 2,500 pack designs were uploaded, 36 times more than the 70 we created. Free media: We got an estimated 1 Million HKD (USD130K) in free press, remarkable considering we did not use celebrity-endorsements

Explain why the method of promotion was most relevant to the product or service
When our target made the effort to send their friends messages using our packs, we connected them with Vitasoy in a way that celebrated 70 years of friendship. Besides the 70 instant messages, we let our target consumers get personal and gave them special blank packs to write their own messages. They could also customise their messages using message stickers we inserted in magazines, collect fridge magnets for everyday reminders, or even post greeting cards to those they cared about. Online, we encouraged them to create customised messages and pack designs, upload them to blogs and vote for their favorites. These not only aided consumers in building real human connections, but they also drove purchases of Vitasoy drinks.