Cannes Lions

SUSTAGEN KID MILK

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

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Overview

Entries

Credits

Overview

Execution

We approached the global organisation behind Earth Hour, WWF, and asked them to help us create KIDS EARTH HOUR, a massive event where kids could play outdoor games on the same day and time as Earth Hour. Our campaign slogan: Save energy indoors. Use your energy outdoors. We promoted the cause with TV plugs during cartoon programmes and a radio campaign where kids performed unplugged music. We gave out leaflets designed like sale ads that would instantly grab any mom’s attention. These were strategically placed inside cable TV bills. Ironically, we even promoted the cause on the Internet.

Outcome

Kids Earth Hour drew massive media coverage to the tune of PHP11,655,685 in TV & radio publicity; PHP1,665,334 in PR; PHP1,600,000 in out-of-home exposure; and 33,978 page views online. All that, from a budget of two million pesos. 1,529 kids attended our main event and every single one pledged to engage in outdoor physical activities more often. But the real value lies in what the campaign did for Sustagen Kid Milk’s brand image,positioning it as not only a builder of strength and stamina in your child’s body when combined with physical activity, but also a builder of a better planet.

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