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Anmum places learning experiences for kids at core of OOH ads

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Anmum, a paediatric formula milk brand owned by Fonterra, has launched an integrated ad campaign that takes the familiar "A for Apple" nursery rhyme out of the kindergarten classroom.Below is the brand's TVC that starts with exactly this nursery rhyme:Another part of the campaign are MTR ads that double as life-sized flash cards with enormous letters, the word that it represents, and graphics of objects relating to that word.  The ads are similar to installations because they feature a range of materials, some of which are three-dimensional.[gallery link="file" ids="72448,72447,72450"]A Facebook contest will also be launched where mothers are asked to take photographs of the MTR ads and upload them onto Facebook to fill in the blanks of words posted on the brand's Facebook page for a chance to win prizes.The way the TVC begins and the MTR ads break away from the convention of milk formula brands emphasising the scientific functions of ingredients in advertising."Hong Kong mums are bombarded with ingredient names and do not fully understand the ingredients' benefits for their children.  So we took a step back and looked at it from the mum’s point of view," Brucemond Chan, senior marketing manager at Fonterra in Hong Kong, said.However, Yan Kwan, senior account director at DDB Hong Kong, the agency which produced the campaign, says discussion of ingredient functions cannot be skipped because it builds credibility for brands and their products."But stopping at functional benefits definitely cannot engage mums because they don't understand the meaning behind what those ingredients do for their kids," Kwan said.As tools that can be used by mothers to educate her children on letters, meanings of words and objects associated with them, the MTR ads help kids make sense of their surroundings, said Kwan, which Anmum claims is a function of a core ingredient in its milk formula."The MTR installations and the interactive Facebook game are actually spin-offs from ideas expressed in the TVC.  They serve as platforms to bring the whole concept to reality and allow mums to get involved in helping their kids connect with the world in real life," Kwan said.For Chan, the MTR is a great channel for the ads because of its high foot traffic and is frequented by mums and children on their commutes.The Facebook contest and brain stimulation tips posted on the brand's Facebook page for the purposes of content marketing drive prospective customers to offline retail stores.Meanwhile, the MTR ads feature QR codes which drive customers from offline to online channels."The QR codes link consumers to Anmum’s online shopping platform where they can easily purchase the product using their smartphones," Chan said.TVC Credits:Client:General Manager: Cortina SinSenior Marketing Manager: Brucemond ChanSenior Brand Manager: Lihyi LimAssistant Brand Manager: Kitty ChowBrand Executive: Christina MokAgency:Creative Director: Leung ChungCreative Director:Vincent TseCopywriter: Joe TingArt Director: Colin SiuAssociate PlanningDirector: Andreas KrasserBusiness Director: Adrian LiSenior Account Director: Yan KwanAccount Manager: Carrie ChanSenior Developer: Tang Chui YeeUX Developer: Dickson ChanDigital Designer: Joe WanMedia Agency: MediacomManaging Director: Alice ChowBusiness Director: Natalie ChanDigital Planner: Jamie Ng

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