Wyeth targets 'illumamas', challenges conventional motherhood

As part of an integrated campaign for the launch of Wyeth’s milk formula brand, Illuma, TBWA Tequila Hong Kong launched a high-end e-magazine aimed at socially active new mothers.

The iPad and iPhone compatible e-magazine provides relevant content about motherhood from mothers around the world, including parental advice, baby food recipes, and the latest in mother and baby fashion.

By aggregating the latest news and content digitally and providing easy sharing functions, mothers can search for the latest and greatest in baby care and share it with other like-minded mothers. In addition to the e-magazine, mothers can join an online community to connect with other new mothers or visit “illushop” to conveniently purchase the high-end milk formula.

To create brand awareness and drive “illumamas” to the e-magazine and online community, Wyeth is running print executions and advertorials across key publications that feature interviews with celebrity and socialite “illumamas” who embody Illuma brand beliefs. The campaign runs until mid-November. 

Joanne Lao, Managing Director, TBWA\TEQUILA\Hong Kong said, “Turning convention on its head, the Illuma brand embraces the new mother just as much as they embrace the new child.”

CREDITS:
Project Name: ILLUMA Launching Campaign
Creative Agency: TBWA\TEQUILA\Hong Kong
Client: Wyeth, Pfizer Nutrition

Executive Creative Director: Mark Ringer

Group Creative Director: Esther Wong
Associate Creative Director(s): Annie Loo
Art Director(s): Issac Ku, Pan Sham
Managing Director: Joanne Lao
Planning Director: Terence Ling
Director of Client Service: Florence Kong
Group Account Director: Jan Cho
Associate Account Director: Ida Mak
Senior Account Executive: Joey Li
Media Agency: OMD

Interactive Credits --
Head of Digital: Luke Eid
Senior Digital Producer: Anne Chan
Creative Technologist: Victor Norgren
Interactive Designer: Lulu Chiu
Interactive Developer: Mimosa Poon