Cannes Lions

BEVERAGE

PHD HONG KONG, Hong Kong / VITASOY INTERNATIONAL / 2011

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Overview

Entries

Credits

Overview

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.

Outcome

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 $1.1 million in free press.

Post campaign, consideration in consumption increased from a mere ‘breakfast’ drink to anytime drink. The youth also thought Vitasoy is ‘innovative’ (89%) and ‘understands me’ (69%).

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