Small Budget Marketing Campaign

The Shortlist
CAMPAIGN
Biti’s Hunter – Going Far to be truly back
AGENCY
Redder Advertising Company
CLIENT
BITI'S
BRAND
BITI'S HUNTER
DETAILS
Lunar New Year holiday (Tet) is the biggest homing occasion as well as the longest vacation of Vietnam, consequently the peak of conflict between going home and travelling – especially travelling regarded & attacked as a selfish choice of the youth ignoring the family at the most meaningful occasion of the year. At that time, a new-born child of Vietnam’s national footwear brand Biti’s – Biti’s Hunter, which stands for travelling/experiencing inspiration – is facing challenges to engage with their young target and to represent the comeback of their heritage mother brand.
 
Backboned by the powerful insight that home is most valued when people go far and experience enough to appreciate it, Biti’s Hunter invested a small budget of $90,000 in the campaign GOING FAR TO BE TRULY BACK. The campaign started with social controversy between #teamGO and #teamBACK led by most controversial KOLs. Media were leveraged to channel all attention to the comeback of Biti’s and “go far OR back home” discussion. At peak of the debate, Biti’s Hunter released their answer in a new arising popular Vietnamese singer - Soobin Hoang Son’s original music video “GOING FAR TO BE TRULY BACK” – unveiling the insight, celebrating journeys of life and their role in awakening the appreciation for home in young hearts, the perfect answer for both sides of the conflict and for Hunter – the brand of travelling inspiration to experience and grow up for the youth. 
CAMPAIGN
Anmum and Dad
AGENCY
BBDO Singapore
CLIENT
Fonterra Brands - Anmum
BRAND
Maternal Milk
DETAILS
In China, Anmum is a drop in the ocean of mum and baby nutrition and formula, let alone baby products, fighting for share of wallet and attention against much larger competitors who can out-spend, out-shout and out-distribute us. Anmum’s media spend in 2016 paled in comparison to much larger competitors such as Wyeth (Source: Mediacom, 2016).
 
In an attempt to combat the fact that Anmum could not compete on media spend, we had to
differentiate our positioning. In a category that is crowded with products that claimed ‘smarter
children’, Anmum made a strategic shift to reflect a more contemporary view of parenthood, that
celebrated mum for all the amazing things she does for her child. This was a relatively new
positioning that had only recently launched in China, and with limited media spend, it had yet to
make an impact.
 
Given our position in the markets and the fact that our budgets could not afford mass media, our approach had to be different. So, we started to identify potential seasonal “festivals” to disrupt our competitors. As they went in one direction, we had to go the other.
 
One topic that had become a national discussion that mums everywhere were celebrating was the emergence of a more ‘hands-on’ dad and the general role of dads in China. So as our brands celebrated moments like Mother’s Day, we targeted Father’s Day as a way to indirectly speak to mum.
 
Partners
Media Supporters
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