2016 Winners & Shortlists

Brief Explanation

Raise brand preference through relevant engagement with purple moms & their toddlers; By establish Aptamil as the enabler of admired success to both mother and toddler.Aptamil Junior with Pronutra is the only growing up milk clinically proven to boost child’s natural defenses and support his brain and visual development. Our insight was that every Ambitious Mom wants to see their kids succeeding in everything they do, and all moms want to be a part of their child success

Results and Effectiveness

The 360 integrated campaign resulting in a total campaign reach of more than 1 Million people in UAE, around 150k engagement across App, On Ground & Social media, with 3,300 moms participated seeking their toddler success. This all led to our brand success, as today Aptamil Ranked number 1 infant milk versus competition.

Creative Execution

In a full six weeks program, we connected with moms through different integrated platforms: Display banners on leading female websites; Six tutorial and educational videos promoted on social platforms; Advertorial delivering on brand promise with nutritional and education content in leading magazines; Five minutes integrated segment & TV Show sponsoring; On Pack call to action & POSM material to drive registration. There was 10 weekly winners and 4 kids celebrated at the big on-ground finale with local media coverage for the ultimate prize for 4 school tuitions

Insights, Strategy and the Idea

To engage with moms, we created a competition so that she can showcase her toddlers’ performance in six different development skills; Fine Motor, Physical, Interactive, creative, cognitive & verbal. Introducing my future champion toddler skill development by APTAMIL JUNIOR, with the use of a Facebook app and also on ground activations. Kids were able to show-off their skills with six different challenges.