Agency: DDB, Mediacom
Market: Hong Kong
Campaign scope: Online video, campaign site, social media
Details: The new campaign, titled 'Mama Tell B Why' (the 'B' echoes the pronunciation of the Cantonese word for baby) marks a continuation of Anmum’s October 2014 campaign titled ’Knowing a word is only the beginning of knowing the world'.
This time around, the campaign idea focuses more on highlighting the role of mums and helping them do their best to tackle the curious nature of their kids. Meanwhile it also continues to communicate the supposed ability of the milk powder’s key ingredient, gangliosides (GA), to not only connect brain cells but also "be connected to the world".
Press release quote: Brucemond Chan, senior marketing manager, Fonterra Hong Kong: “Kids have a lot of questions, which are not always easy for parents to respond to. Just as important as the questioning itself, is how parents answer their kids and encourage them to explore the world—this affects their development and how they connect to the world.“
Campaign Asia Pacific's comments: When kids ask the darndest questions, many bewildered parents answer them in overly simplistic ways to brush them off. After all, most of them are busy making 'milk-powder money' rather than exploring evolution, follicle health or molecular compounds. While communication in the pediatric milk powder category is slowly moving away from functional messaging towards emotional storytelling, combining the two adds more value for parents.
Creative Director: Leung Chung
Creative Director: Vincent Tse
Planning Director: Andreas Krasser
Business Director: Adrian Li
Copywriter: Joe Ting
Art Director: Colin Siu
Assistant Art Director: Flora Chiu
Senior Account Director: Yan Kwan
Account Manager: Carrie Chan
Account Executive: Ava Yau
Social Media Manager: Tammy Lui
Project Manager: Ivy Kong
Business Director: Natalie Chan
Digital Senior Planner & Buyer: Jamie Ng
Planner: Tracy Yu
Digital Executive: Sean Chiu