DDB Hong Kong Goes A to Z for Anmum Campaign
DDB Group Hong Kong and Fonterra have developed an integrated advertising campaign for Anmum pediatric milk powder that challenges the common communication approaches of the category.
The new campaign centres on communicating the milk powder’s key ingredient, while striking a balance between the emotional and the scientific.
This key ingredient is Ganglioside (GA), which helps to connect brain cells and in turn leads to improved cognitive abilities and faster learning.
Overshadowed by the omnipresence of DHA in pediatric milk powder advertising, DDB’s research showed not many mothers were aware of other ingredients or the differences between them.
“In order to inform mothers on the importance of GA besides DHA and break through the clutter of our category’s communication, we could not rely on functional education and messaging, we needed to strike an emotional chord with our audience. So, DDB Group Hong Kong came up with an idea that would tell Hong Kong mums what our key ingredient, GA, does on an emotional level”, said Brucemond Chan, Senior Marketing Manager.
On an emotional level, GA helps kids to make sense of what is going on around them – essentially enabling mums to connect their kids to the world.
With this thinking, DDB Group Hong Kong developed a through-the-line campaign that communicates one compelling message through all its touch points: ‘Knowing a word is just the start of knowing the world.’
Various installations at MTR stations not only show a word, but also give a glimpse of the world behind it, by cleverly using different textures and materials. Mothers can use these larger-than-life flash cards to help their kids learn English words and also stimulate their imagination to think beyond.
Social is utilized to increase talk and share value of these outdoor installations. Through simple facebook posts, mothers are encouraged to find missing letters of certain words by visiting the installations, taking a picture of them and uploading these to facebook to fill in the gaps. Participants have the chance to win various prizes.
In line with the overarching idea, the TVC too starts from a word, but soon takes the viewer on an imaginative journey that illustrates kids’ learning process and the effects of GA.
Adrian Li, Business Director, DDB Group Hong Kong, said, “This campaign is a perfect example for how a challenger brand can cut through the clutter by putting a single-minded idea at the heart of its communication efforts. We couldn’t have created such a campaign without a trusting client and media partnership.”
Account Director: Yan Kwan
Account Manager: Carrie Chan
Art Director: Colin Siu
Business Director : Adrian Li
Copywriter: Joe Ting
Creative Director: Leung Chung , Vincent Tse
Managing Director: Alice Chow
Planning Director: Andreas Krasser
Digital Production Company
Developer: Tang Chui Yee, (UX) Dickson Chan
Digital Production: Joe Wan
Media Agency: Mediacom
Category: Milk , Soft drinks