2016 Winners & Shortlists

Creative Execution

To effectively champion the cause of undernourished children, we made it easy to participate through ‘Touch-to-Change’ interactive screens. People could take the pledge simply by raising their hands. The screens were placed at key events and in-store, allowing people to pledge their help while going about their daily routine. Online, we developed a microsite optimized for multiple devices. Users could easily pledge to contribute 7 glasses of milk. Pledges from social media platforms and dedicated hashtags were also driven to this online hub. All pledges were then displayed on a real-time counter for everyone to view.

We aimed at raising 1 million pledges: 7 million glasses of milk for children in need. The integrated campaign collected: • 1,679,000+ pledges, the highest engagement in NIDO’s history, and a Cost-per-Acquisition 60% less than benchmark. • 14million+ impressions were gained through Owned/Earned media. • Consumers recognized NIDO as “Being a socially responsible brand” (+9pts) and “Specialized in children’s nutrition” (+13pts). • Astounding business results: 53.3% Market share (+280bps) across the region. 35% Incremental sales. 96% Purchase consideration. • Top-of-Mind increased by 8%. In August 2015, NIDO began dispensing 14 million glasses of milk to 40,000 children across the region.

As a brand that has been the mother’s ally in nurturing a healthy future for her child, NIDO on its 70th anniversary, wanted to champion a meaningful cause. We identified one of the glaring issues facing the region: an alarming number of undernourished children. While we couldn’t fix the problem overnight, as the brand that stands for nurturing a healthier future, we certainly had to start. We knew if these children received 2 glasses of NIDO FortiGrow every day, they would get the nutrition they need. The insight that a mum’s love and compassion are so deep, capable of reaching out and caring for all children, not just her own, gave birth to the idea: “Be a mother to a generation”. We wanted to make it easy for mothers to actively participate, so we developed ‘Touch-to-Change’ interactive screens, connected to NIDO’s online hub and made available on-ground and online.