Cannes Lions


OMD HONG KONG, Hong Kong / WYETH / 2014

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We shaped the learning discovery by turning HK kids’ surroundings into world’s famous landmarks using Wyeth's “image recognition” enabled flashcards displayed across multiple out-of-home sites and print.

Merging real-life with the virtual world as their learning materials, kids could unlock Wyeth’s flashcards through the "Learning-on-the-go" mobile/tablet app and vividly saw different countries’ landmarks for the FIRST time! Equipped with ‘Google Street View’, kids were able to explore the landmarks’ environment in ‘360 degree’ view and learn to speak in English, Mandarin and Cantonese. Giving Google’s technology a new purpose and kids a real-life simulated travelling experience, not just photos.

By unlocking new places, they also earned “Learning Miles” to redeem tools from Wyeth that further enrich their learning experience, including book coupons, family tickets and even a visit to a world landmark for real!

Introduced to kindergartens, teachers now have a new tool to teach young students beyond textbooks!


In just 2 months of the campaign,

- TOP 5 downloaded education App!

- 20K+ App downloads from 327 parents a day!

- 60K+ Flashcards unlocked, 13 countries explored!

- Over 9 million learning miles earned, equivalent to travelling around the world 350 times!

- Press recommendations worth HK$674K!

Most importantly, HK kids were able to explore, learn and see beyond their small city and community.

- Helped kids understand the world – 97% agreed

- Wyeth is a trusted parenting partner – 99% agreed

- New users grew by 65%!

- YTD Sales increased +30%!

- Campaign R.O.M.I 26:1

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