2016 Winners & Shortlists

The Brief

The challenge was to develop a campaign that both promotes a “growing up” milk in-line with the strict rules/regulations that protect breastfeeding, while also engaging kids by reaching mothers. Aware that their children’s success reflects their own, mothers seek social recognition, but are not so open to sharing that information publicly. My Future Champion by Aptamil Junior was the brand’s first primarily digital, comprehensive activation that gave mothers the unique opportunity to celebrate their child’s success across six developmental skills, see their own efforts recognized by mothers across the region and be entered to win 1 year of education tuition.

Creative Execution

My Future Champion by Aptamil Junior created an engaging brand experience that portrayed the brand’s essence: “Admired Success”. We launched a Facebook promotion from April 23 - June 1 that encouraged mothers to upload a photo or video sharing their child’s success across 1 of 6 development skills (Creative, Interactive, Cognitive, Verbal, Fine Motor, and Physical) for a chance to win 1 year of education tuition. At Mirdiff City Centre from May 20th – 30th, we targeted children from 1-6 yrs. old with an On-the-Ground activation replicating the promotion’s online journey. To celebrate the success of all mothers and children, we hosted a big finale event at the same location. Abu Dhabi TV and Emirati FM covered the event. Due to Facebook limitations, the promotion’s roll-out plan lived on a microsite.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion resulted in: - 6,000,000+ Cumulative reach - 1 million total reach in the UAE - 75,000 Social Media Engagement - 43,000 Application Engagement - 6,500 On Ground Engagement - 3,300 Number of Entries - 1,300 Number of Unique Toddlers We achieved a 50% increase in brand consideration. Due to this success, “My Future Champion” was also launched in Kuwait, the KSA and Lebanon. More than just a promotion, mothers saw us as the enabler of their children’s success, as well as their own. This in turn led to our own success: Today, Aptamil is ranked #1 against the category’s historical giant.

Explain why the method of promotion was most relevant to the product or service

The promotion enabled moms to showcase their toddler’s performance across six development skills, be recognized for her role in their success and entered to win 1 year of education tuition. • Facebook application offered 6 weekly challenges, 6 chances to show her toddler’s skills • Mothers were recognized in Aptamil’s “Hall of Fame” if she and her toddler completed more than one challenge. New weekly challenges encouraged repeat visits/entries. • For each entry, mothers were recognized with an Aptamil branded Certificate via e-mail. • Weekly winners were drawn randomly. • Mothers received relevant Aptamil products and gift vouchers for toys relevant to the week’s challenge (e.g. Coloring pens/books for Creative Skills) • ONLY mothers participating more than once were eligible for Aptamil’s “Hall of Fame”, increasing their chances to win the GRAND PRIZE. • An On-ground activation replicating the online journey targeted children from 1-6 yrs. old. • We celebrated the mothers’ success with a BIG FINALE event.