Vitasoy International Holdings: IT'S 'FACE' TIME! by DDB Hong Kong for Vitasoy

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Vitasoy International Holdings: IT'S 'FACE' TIME!

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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 Jeffrey Gamble
Creative Director Karen Wong
Art Director Lam Kam Bun, Ra Tang
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Consumer Engagement Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Consumer Engagement
Advertiser/Client: VITASOY INTERNATIONAL HOLDINGS
Product/Service: VITASOY - SOY DRINKS
Entrant Company: PHD HONG KONG, HONG KONG
Advertising Agency: DDB GROUP HONG KONG, HONG KONG
Media Agency: PHD HONG KONG, HONG KONG

Chief Executive Officer: Ray Wong (PHD)
General Manager: Cedric Lam (PHD)
Strategic Planning Director: Deric Wong (PHD)
Planning Manager: Kat Chan (PHD)
Buying Manager: Stephenie Lee (PHD)
Executive Creative Director: Jeffrey Gamble (DDB)
Creative Director: Karen Wong (DDB)
Associate Creative Director: Kym Ma (DDB)
Senior Copywriter: Joe Chan (DDB)
Senior Art Director: Claudia Wong (DDB)
Senior Art Director: Wallace Wan (DDB)
Art Director: Ra Tang (DDB)
Art Director: Lam Kam Bun (DDB)
Business Director: Lisa Ip (DDB)
Account Director: Wynie Chan (DDB)
Account Manager: Caitlin Cheung (DDB)
Account Manager: Cafy Choi (DDB)

Results and Effectiveness:
Sales +40%YOY in just two weeks and +26%YOY in a month!

All 40,000 collectibles were sold out in two days.

We made +20,000 friends (fans) on Facebook in less than two weeks. One fan even developed a Facebook application that 7,000 people signed on to use. Over 3,800 pack designs were uploaded, 54 times more than the 70 we created.

Our packs became the talk of the town with over HK$1.1M in free press.

Post the campaign, consideration in consumption increased from a mere ‘breakfast’ drink to anytime drink. Youth also thought Vitasoy is ‘innovative’ (89%) and ‘understands me’ (69%).
Creative Execution:
We inspired consumers in print, outdoor, online, in vending machines and on Vitasoy’s delivery trucks to express their care in-person using Vitasoy’s “70 Instant Message Packs”.

The 70 designs effectively created on-the-shelf impact at point-of-purchase. When consumers 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. They also became our evangelists connecting others with Vitasoy.

We allowed consumers to personalise and write their own messages on special ‘blank’ packs. They could select their messages using message stickers found in magazines, collect fridge magnets for everyday reminders and even post greeting cards to their family and friends.

Through Vitasoy’s website, we encouraged them to create customized messages and pack designs, upload them to blogs/Facebook and vote for their favourites.

As a result, we built real human connections, extended the usage and drove sales of Vitasoy.
Insights, Strategy and the Idea:
In Hong Kong, Vitasoy is a household soy-drinks brand established since 1940. But its core consumers are in their 20s who face plenty of other beverage options and saw Vitasoy more like a distant uncle.

Our challenge was to help a 70-year-old Vitasoy engage a 20 year-old target and extend its usage consumption to drive sales.

Technology is used by our target as a social connector; the very thing that connects them has disconnected them. With more digital connections, there are fewer human connections. There’s more screen time than face time; more online messaging than moments together.

On Vitasoy’s 70th anniversary, we saw an opportunity to reconnect our target by leveraging one of our strongest media channels- our own packs.

We transformed Vitasoy packs into 70 limited-edition packs that carried messages of 70 different ‘moments’ to give our messaging-obsessed consumers a ‘new way’ to express themselves - live and in-person.