Our “70 Instant Message Packs” was introduced in print, outdoor, online and was conveniently made available in all sales outlets for our targets to give messages to those they cared about.When our target 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.Besides the 70 greeting messages, we let our target consumers get personal and gave them special blank packs to write their own messages. They could also select their messages using message stickers we placed in magazines, collect fridge magnets for everyday reminders, or even post greeting cards to their friends and families.Through Vitasoy’s website, we encouraged them to create customised messages and pack designs, upload them to blogs/Facebook and vote for their favourites. These not only aided consumers in building real human connections, but also drove purchases of Vitasoy drinks.

Sales increased 40% YOY in value and volume in fewer than two weeks. All 40,000 collectibles (at HK$2 each with purchase of every two Vitasoy packs) were sold out in two days.The engagement level went far beyond expectations. We made 17,000 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 2,500 pack designs were uploaded, 36 times more than the 70 we created.Major print titles picked up the story of Vitasoy’s 70 limited packaging designs, over HK$1.1 million (US$150k) free editorial coverage achieved.