Vlam Promo MAMAMOVES by Duval Guillaume Modem Antwerp

Adsarchive » Promo » Vlam » MAMAMOVES


Pin to Collection
Add a note
Industry Milk
Media Promo & PR
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Miech Rolly
Creative Director Peter Ampe, Katrien Bottez

Art Director Eva De Jonckheere
Copywriter Catheline Leroy
Producer Miech Rolly
Released April 2011

Credits & Description

Category: Food and Non-Alcoholic Drinks
Product/Service: MILK
Date of First Appearance: Apr 29 2011
Creative Director: Katrien Bottez/Peter Ampe (Duval Guillaume Brussels)
Copywriter: Catheline Leroy (Duval Guillaume Brussels)
Art Director: Eva De Jonckheere (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Jan De Wulf (Duval Guillaume Brussels)
Agency TV Producer: Charlotte Mathias (Duval Guillaume Brussels)
Production Company: The Movie Lot (The Movie Lot)
Producer: Miech Rolly (The Movie Lot)
Director: Miech Rolly (The Movie Lot)
Media placement: instruction video - DVD can be ordered through website - 29 April 2011
Media placement: print campaign - national press - 29 April 2011
Media placement: flyering - in maternities - 29 April 2011
Media placement: online platform - http://www.mamamoves.be - 29 April 2011

Describe the objective of the promotion.
Young women don't drink enough milk, although they know the risk of getting osteoporosis at a later age.
How can we reach these young women? We address them at a moment when they are sensitive for messages about their health: this moment is right after giving birth.

Describe how the promotion developed from concept to implementation.
Staying in shape is about eating healthy food, but also about getting enough exercise.
MILK wanted to help with both, so they developed Milk Mamamoves, a fitness program all young mums can do with their baby as fitness weight. Milk Mamamoves is developed with Fitclass.

Explain why the method of promotion was most relevant to the product or service.
The aim of the campaign is to bring milk top of mind with young women, a target audience that is normally very hard to reach.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the first 2 weeks of the launch (April, 29th - May 13th) the site was visited more then 33,000 times.
This is only the beginning, because this is not a short blast YouTube hype, this is a long-term campaign which has just been launched.