Category

Award

70 INSTANT MESSAGE PACKS

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ClientVITASOY INTERNATIONAL HOLDINGS
ProductSOYBEAN DRINKS
EntrantPHD HONG KONG, HONG KONG
Type of EntryProduct/Service
CategoryConsumer Products
Title70 INSTANT MESSAGE PACKS
Product/ServiceSOYBEAN DRINKS
Entrant Company:PHD HONG KONG, HONG KONG
Advertising Agency:DDB HONG KONG, HONG KONG
Media Agency:PHD HONG KONG, HONG KONG
Credits
Name Company Position
Ray Wong PHD Hong Kong Managing Director
Cedric Lam PHD Hong Kong General Manager
Deric Wong PHD Hong Kong Strategic Planning Director
Kat Chan PHD Hong Kong Planning Manager
Stephenie Lee PHD Hong Kong Senior Buying Manager
Kristy Tsui PHD Hong Kong Media Buyer
Jeffry Gamble DDB Hong Kong Executive Creative Director
Karen Wong DDB Hong Kong Creative Director
Kym Ma DDB Hong Kong Associate Creative Director
Joe Chan DDB Hong Kong Senior Copywriter
Claudia Wong DDB Hong Kong Senior Art Director
Wallace Wan DDB Hong Kong Senior Art Director
Arra Tang DDB Hong Kong Art Director
Lam Kam Bun DDB Hong Kong Art Director
Lisa Ip DDB Hong Kong Business Director
Wynie Chan DDB Hong Kong Account Director
Caitlin Cheung DDB Hong Kong Account Manager
Cafy Choi DDB Hong Kong Account Executive
Milo Chao DDB Hong Kong Strategic Planning Director

Results and Effectiveness:

Sales increased 40% YOY in value and volume in fewer than two weeks. All 40,000 collectibles (redeemable 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$1.1M (USD150K) free editorial coverage achieved.

Creative Execution:

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 people 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 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 customized messages and pack designs, upload them to blogs and facebook and vote for their favorites. These not only aided consumers in building real human connections, but also drove purchases of Vitasoy drinks.

Insights, Strategy and the Idea:

In Hong Kong, Vitasoy is a household name established since 1940. Vitasoy is like an old friend of HK, one that has stood by its people for 70 years - cheering them on, quenching their thirst and helping them bond. However, the brand’s core consumers are a new generation in their 20s who see Vitasoy more like a distant uncle. Our challenge was to help a 70-year-old Vitasoy brand engage a 20-year-old target and nurture lifelong relationships with them. Technology has connected our targets to more people than ever before. Yet, with more digital connections, they have fewer human connections. There’s more screen time than face time; more online messaging than moments together. On Vitasoy’s 70th Anniversary, we transformed Vitasoy packs into a world first 70 limited-edition packs that carried messages of 70 different moments to give our messaging-obsessed consumers a new way to express themselves, live and in-person.