Baby care brand Johnson’s baby has launched the Jom Main campaign to encourage kids to get active by playing football during the school holidays in June.
“This campaign focuses on football as the physical activity to encourage children to sweat it out healthily. It is through playing that he or she explores and learns about the world around, which is why playtime is a necessary part of your child’s development,” said Sharon Foo, human resource director of Johnson & Johnson Consumer Malaysia and Singapore.
The campaign includes Jom Main Bola! football camp in June for aspiring young athletes and Jom Main Zones at selected Mydin outlets, where parents and children can have football fun.
The soccer camp is organised exclusively for children four to nine years old. The two-day camp will be held during the June school holidays at the Kuala Lumpur Football Association (KLFA) and will be headed by experienced and professional football coaches.
Parents only need to buy any Johnson’s baby product worth RM15 and above at participating outlets for each child to play at the zone. Those who purchase products worth RM50 and above will also earn a spot on a first-come-first-serve basis in the Jom Main Bola! soccer camp.
The campaign, organised as part of Johnson & Johnson’s global sponsorship of FIFA World Cup Brazil 2014, was made possible with media agency UM, who was key in securing the partnership with KLFA and organising the Jom Main Bola! soccer camp as well as other in-store activation, Jom Main Zones.
Other agencies involved were Bridges PR and Events and BBDO, who produced the TVC.