DDB Hong Kong has set out to re-establish Vitasoy as every Hong Kongers perfect daily companion with the latest consumer activation event for the brand.
The activation marks the second phase of a 2015 campaign which kicked off in April, leveraging on the brand’s “Stand By Me” platform by positioning the classic beverage as the perfect way to show a loved one that you are standing by them.
The engagement phase involves the instillation of several vending machines in Kornhill plaza shopping mall from 16 May – 14 June, against a backdrop of wall art and stocked full with newly packaged Vitasoy. The playful special edition packaging features every letter of the alphabet, encouraging people to create their own special customised messages for others.
The campaign also featured a magazine sticker cover with the same A-Z letter blocks, as well as social media with special packs being gifted to various online personalities to drive awareness across multiple platforms.
Client: Vitasoy International Holding Ltd.
General Manager: Irene Tsui
Executive Creative Director: Clifford Ng
Director of Client Services: Benny Ko
Group Creative Director: Frankie Fung
Creative Director: Paul Yu
Associate Creative Director: Ben Ling
Senior Art Director: Tony Cheung
Art Director: Nelson Tsui
Associate Account Director: Cafy Choi
Account Manager: Filly Zhang
Account Executive: Kenchy Chan
AWARD
Marketing Magazine Markies Award 2016
Vitasoy: A-Z Collectable Packs
GOLD--Best Idea(Customer Engagement)
