This World Milk Day, Dutch Lady seeks to build the brand image as a meaningful brand to the consumers. The brand plan to give out 10,000 packs of milk to Malaysian families in conjunction with World Milk Day, to spread the goodness of milk. How can we do it?
The Insight:
We don’t always appreciate the small, loving things our parents do for us. Whether it’s the milk that’s always refilled in the fridge or packed in your lunch box, we tend to take these gestures for granted.
The Idea:
To help strengthen family bonds we ask … "What are the little things your parents do that mean the most to you? and let everyone know that it's not just milk, it's love and every drop counts.
The campaign starts with a kick-off video, a light but touching video that depicts family love through actions:
User journey:
1. The audience relates to emotions and scenarios.
2. Answers question and submit form on the website to contribute “drop” to the Milk-Bar.
3. Share their “little things” with hashtag mentions.
4. Exposes content to a wider audience.
5. By being able to communicate the meaning of milk to them, we are able to help build the association of Dutch Lady being meaningful to Malaysian families.
Behind the scene:
Client: Dutch Lady Malaysia
Agency: Lion & Lion Digital Agency
Creative Director: Jenifer Ooi
Art Director: Victor Aldabalde, Lau Cadey
Copywriter: Vivian Tan
Client Director: Elina Peek
Client Manager: Emmanuel Hilao
Production House: Sixtymac Production
Film Director: Jimmy Wong
T H A N K Y O U
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