Centrium lures health-conscious consumers with iButterfly hunt

The campaign aims to engage consumers with the product's benefits in an interactive way, hoping to turn lapsed users into habitual users.

Ebby Lai, Maxus’s associate planning director on the account, pointed out that taking vitamin supplements is often seen as a problem fix. "We need to make this habitual by showing our target audience, as affluent but time-poor, the product benefits straight away,” she said.

Instead of using the conventional 'preaching' advertorials, she added, the location-based iButterfly game will be a fun and entertaining way to talk to the target consumers while they are commuting. At the same time, taking advantage of iButterfly is more cost effective than developing a new mobile app.

Users of the iButterfly app will be able to 'hunt' for seven butterflies, representing different benefits, such as energy or healthy eyes. As soon as a butterfly is 'caught' via the app, that benefit will be shown on the user's smartphone. In addition, the butterflies also act as coupons and can be shared among friends to enhance the buzz.

The campaign was launched last Friday and will be running for four weeks, supported by a dedicated website and a print campaign in newspapers and magazines. Also in the mix: online display ads on portals such as Yahoo! Hong Kong, Facebook activity, and user notification on the iButterfly page.

As reported last May, German sports apparel giant Adidas has also employed iButterfly in a Hong Kong campaign, as part of a global integrated campaign for Adidas ClimaCool.