EFP03. Food Products

MediaCorp Singapore
Abbott wanted to reach out to Caregivers of health engaged seniors, to communicate the importance of strength as their elders move into their silver years. Loss of strength is an issue that is accepted as part of growing old. In reality, this is an epidemic issue that will affect 1 in 4 Singaporeans* as they enter their silver years. Abbott aims to educate Caregivers that loss of strength is a health trigger that is due to nutritional gap which can be addressed in order to give their seniors a better quality of life. 
Abbott approached the campaign with the consumer in mind, to add value to their lives - strategically, creatively and channel engagement wise. 
Strategically, focus on helping target audience understand the health issue – loss of strength which is real but can be addressed as it is due to a nutritional gap.  
Creatively, with an idea that triggers audiences to think about their parents’ dreams, state of health, and to take action by giving them the “Gift of Strength”. Leveraging a thought-provoking, factual approach that target audiences prefer. 
Channel engagement – leveraging a channel partner that has the credibility and authority, with a captive audience who will engage with, and consume content that is useful. 
With the campaign, we leapfrogged competition, moving from #2 market share 2016 to #1 market share 2017 through innovative marketing.
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