Cannes Lions

MILK DRINK

ACE SAATCHI & SAATCHI, Taguig / MEAD JOHNSON NUTRITION / 2010

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Overview

Entries

Credits

Overview

Execution

We created 'Kids Earth Hour'. On the same day and time as Earth Hour, we asked Kids/Mums to unplug electronics indoors and play physically outdoors. And we got the 'Earth Hour' organisation, WWF, to help us do it. The strength of the Kids Earth Hour promo was that it gave kids and Mums a more compelling reason to combine drinking Susta Kid milk with physical activity - saving the planet! A multimedia campaign promoted it, plus simultaneous live events were held on Earth Hour day/ night (next door to the main Earth Hour events) in multiple Asian cities.

Outcome

The promo campaign achieved the net results of:Over P15,000,000 in free publicity.Over 34,000 free page views online.And all from a budget of P2,000,000.Plus Kids Earth Hour contributed to a 40% increase in energy saved by Earth Hour in 2010.But the real value lies in what the campaign did for the Sustakid Milk brand. It positioned it as:- A builder of strength and stamina in your child’s body when combined with physical activity.- A builder of a better planet.

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