Staff Reporters
Jun 30, 2010

CASE STUDY: Vitasoy connects with consumers in Hong Kong

Leading local beverage Vitasoy wanted to build a connection with consumers around its anniversary.

CASE STUDY: Vitasoy connects with consumers in Hong Kong

Aim

Leading local beverage brand Vitasoy wanted to build a tangible connection with its consumers around its 70th anniversary in the market.

Execution

Working with DDB, the company rolled out a month-long initiative based on its original 'Stand by me' brand campaign, which spoke directly to the idea of friendships and relationships that the Vitasoy brand is built on.Rather than using traditional advertising, the campaign used the brand's key asset - its packaging - as the core communication vehicle. A total of 70 unique hand-drawn designs featuring a range of conventional and quirky messages such as 'Happy birthday' and 'Happy first kiss anniversary' were printed on the cartons and showcased on a Facebook fan page. Additionally, animation was displayed on the recently developed digital escalator crown, allowing commuters to view short videos as they stood on the escalators in Causeway Bay's MTR.

Results

In just two days, Vitasoy sold more than 100,000 of the collectible packs and in a little under two weeks Vitasoy's value sales jumped by more than 40 per cent compared to last year's sale figures.

This article was originally published as part of the 2010 Top 1000 Brands report.

Related Articles

Just Published

54 minutes ago

Nike and RTFKT step into the future with first ...

After releasing an NFT collection together in April, Nike and RTFKT have launched a physical “Web3 sneaker,” tricked out with lights and auto-lacing.

1 hour ago

As companies hire metaverse specialists, do these ...

As the metaverse and Web3 evolve, experts believe they can stay relevant with their strategic minds and ability to understand and explain emerging tech to clients.

8 hours ago

Coca-Cola creates a series of festive films for its ...

The work is available on Prime Video.

8 hours ago

Apple’s tribute to users with disabilities is ‘the ...

Apple’s 'The greatest' raises awareness of its accessibility features.