Quaker steps up with new online health platform

Hong Kong - Quaker Oatmeal has launched an online health tracking platform aimed at pushing the do-it-yourself health tracking concept to the increasingly health- and weight-conscious locals in their 20s and 30s.

OMD partnered with Quaker in idea generation, campaign logistics, mini-site development as well as coming up with the online media plan. The agency started seeding in popular forums such as discuss.com, uwants and she.com last week as a teaser. An online ad campaign kicked off yesterday with banner ads, with eDM support and paid search on mass portals like Atnext and Mingpao.

Raymond Leung, business director, digital for OMD said the result is very encouraging as there have been more than 250 registrations since the mini-site launched yesterday.

Traditionally, Quaker would physically approach companies to do the fitness challenge and health checks for employees, said Leung. This year however, the DIY concept allows users to input their daily diets and weight to the online system themselves, and immediately get the data for their fitness levels. Participants can also join live chats with nutritionists online.  

Quaker also said it will donate $50 to the Red Cross for every participant who loses 4 pounds in a month.

Mybee production developed the mini-site and online ad materials for this campaign. Additionally, an offline print and TVC campaign has rolled out to promote Quaker's newest product, which focuses on weight control.