DDB HK, Fonterra strikes a chord with mothers
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 Ganglioside (GA), while striking a balance between the emotional and the scientific. GA 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.
The resulting through-the-line campaign communicates one compelling message through all its touch points: ‘Knowing a word is just the start of knowing the world’.
Among others, the campaign is supported by MTR installations with QR codes cleverly using different textures and materials, a Facebook contest and brain stimulation tips driving visitors to offline retail stores, and a TVC taking the viewer on a journey through 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.”
DDB Group Hong Kong
Planning Director: Andreas Krasser
Managing Director: Alice Chow
Creative Director: Leung Chung , Vincent Tse
Copywriter: Joe Ting
Business Director: Adrian Li
Art Director: Colin Siu
Account Manager: Carrie Chan
Account Director: Yan Kwan
Digital Production: Joe Wan
Developer: Tang Chui Yee, (UX) Dickson Chan
Media Agency: Mediacom