Can a new ingredient in milk powder connect with mothers?

Client: Fonterra's Anmum

Agency: DDB

Market: Hong Kong

Campaign scope: TVC, social media, outdoor

Press release quotes:

Brucemond Chan, senior marketing manager: “In order to inform mothers on the importance of GA besides DHA and break through the clutter of our category’s communication, we could not rely on functional education and messaging, we needed to strike an emotional chord with our audience. So, DDB Group Hong Kong came up with an idea that would tell Hong Kong mums what our key ingredient, GA, does on an emotional level.”

Adrian Li, business director, DDB Group Hong Kong: “This campaign is a perfect example for how a challenger brand can cut through the clutter by putting a single-minded idea at the heart of its communication efforts. We couldn’t have created such a campaign without a trusting client and media partnership.”

Comments: Usually good stories strike “emotional chords”. The TVC doesn’t have a story, but delivers an educational message on the benefits of a chemical called “GA” with the help of functional, cardboard cut-out characters in color-coordinated outfits and pastel-tone animated sequences. Similar to other ads in this category, the campaign uses 'science' to achieve an authoritative voice and to connect with parents who want their children to have the best nutrition. The success of the campaign then, rests on this new chemical term and how it will fare against its over-saturated counterpart “DHA”. The socially integrated outdoor media in Hong Kong MTR stations (see below) may serve to explore the idea further and create the necessary curiosity for this to happen.

Related: Dairy products: Milking the deep pockets of Asia

CREDITS

Client:
General Manager: Cortina Sin
Senior Marketing Manager: Brucemond Chan
Senior Brand Manager: Lihyi Lim
Assistant Brand Manager: Kitty Chow
Brand Executive: Christina Mok
Agency:
Creative Director: Leung Chung
Creative Director: Vincent Tse
Copywriter: Joe Ting
Art Director: Colin Siu
Associate Planning Director: Andreas Krasser
Business Director: Adrian Li
Senior Account Director: Yan Kwan
Account Manager: Carrie Chan
Senior Developer: Tang Chui Yee
UX Developer: Dickson Chan
Digital Designer: Joe Wan
Media Agency: Mediacom
Managing Director: Alice Chow
Business Director: Natalie Chan
Digital Planner: Jamie Ng