The Frisian Flag Infant Toddler Growing Up Milk is a dairy based product aimed at toddlers aged between 1-6 from middle income families in Indonesia. Before the launch of this campaign, the brand was faced with tough competition from already established players in the same category, namely SGM, Dancow, Lactogrow and Bebelac.
The brand also struggled with low understanding of the “growing up milk” category in their target segments. Mothers in Indonesia generally relied on “word of mouth” from their friends, or recommendations from their husbands; which made it harder for brands to do precise targeting on digital channels. The client had a two-pronged objective for hiring ADA:
As always, we started with data. We looked into the lifestyle and media consumption habits of our client’s target segment and made a startling discovery. A staggering 47% of Indonesian moms were playing some kind of mobile game – which is a serious blow to the typical “Asian mum” stereotype. We decided to leverage on this insight, and we were excited at the prospects. This was definitely an opportunity to stand out to our target segment, with a “clutter-breaking” big idea.
We collaborated with an Augmented Reality (AR) technology provider to design three mascots that reflected the three core value propositions of the brand, “Smart, Tall and Strong”. The elephant mascot represented strength, the giraffe represented growth and the dolphin represented intelligence.
Then we built an augmented reality game from scratch, where these characters would blend in with real world elements.
The objective of the game was simple: players had to help these mascots reach their full potential.
Once the audience clicked on our ads, it would take them to the mobile gaming site. Here they could play the game directly using their phone camera, without having to download an app.
The game was designed to communicate a simple message, “Every drop of Frisian Flag Growing Up Milk is filled with goodness that helps your child grow tall, smart and strong!”
The game itself was easy to play that resulted in strong engagement from our target audience, many of whom came back to replay the game. The numbers speak for themselves. The campaign results were highly encouraging given that this was a small budget initiative to help drive some level of awareness and engagement amongst the target audience.