Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

Bronze
CAMPAIGN
Two Thoughts One Goal
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Materna
DETAILS
CAMPAIGN SUMMARY
In parenthood planning, women are usually more active but men often think there is not much to do, the difference in attitude frustrated many woman. Wyeth Materna wanted to bring parents-to-be ‘closer'. Our idea “Two thoughts, One Goal” aimed to resonate with husbands and wives, empathizing their deep down feelings and helping them understand each other’s point of view. It started with an interactive micro-film depicting the two voices of a married couple planning for pregnancy we heard from social media. The multi-faceted story unfolds on parallel scenes, and viewers could ‘instantly’ opt for the opposite gender’s perspective on the same video. With keywords tailored to both genders, online searchers landed on a dedicated section on Materna’s website to access professional tips which were also tailor-made for both genders. What’s more, they could share encouragement for playing their part and awarded a “Baby-making” trip! Not only did we catch the attention of HK's local media and popular social influencers, 97% of people surveyed were also willing to recommend Wyeth Materna to their friends. Answering our goal, we helped husband and wife understand each other and provided the professional support to coax Hong Kong’s married couples to start having more babies!

OTHER CREDIT AGENCY
Wunderman | AGENDA, Hong Kong
 
CREDITS OF PEOPLE
Jasmine Lee, Business Director, OMD HK
Koyi Wu, Digital Manager, OMD HK
Denise Cheung, Media Planner, OMD HK
Deric Wong, Head of Strategy and Insights, Omnicom Media Group HK
Anthony Lau, Communication Planner, Omnicom Media Group HK
Katie Cheung, Digital Planner, OMD HK
Katharine Ng, Buying Manager, OMD HK
Eric Poon, Creative Director, Wunderman | AGENDA (Hong Kong) Limited
Yan Yan Hui, Group Account Director, Wunderman | AGENDA (Hong Kong) Limited
Gwyneth Mak, Associate Account Director, Wunderman | AGENDA (Hong Kong) Limited
Kenny Wong, Associate Creative Director, Wunderman | AGENDA (Hong Kong) Limited
Tracy Chow, Associate Creative Director, Wunderman | AGENDA (Hong Kong) Limited
Nam Tong, Art Director, Wunderman | AGENDA (Hong Kong) Limited
John Chan, Video Producer, Wunderman | AGENDA (Hong Kong) Limited
Patrick Poon, Multimedia Designer, Wunderman | AGENDA (Hong Kong) Limited

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