ABOUT

Brief:
Formula milk brand, Similac, contains nutrients such as 2'-FL and DHA +7 essential for a child's brain development and growth. The brief was to make Similac the growing up milk that enhanced every child's learning potential through a promo giveaway of free crayons with every purchase of Similac milk.

Execution:
Growing up milk brands all communicate about cognitive development and were throwing promos left, right and centre. How could Similac stand out with minimal budget and only a humble giveaway of free crayons? In Malaysia, most parents still believed in conventional methods of learning. Research had shown how play-based learning improved memory and stimulated growth of the brain much better than conventional book-learning. That’s why we turned an ordinary promo of free crayons with purchase of milk, into a movie! Through a simple contest, kids drew imaginary characters to star in the movie. 31 most unique characters were chosen and brought to life, giving parents and kids an unforgettably unique learning experience.

Results:
From 1 June to 31 July 2020, over 600 kids rose up to the challenge and submitted unique hand-drawn characters using our free crayon giveaway. Our movie, which premiered in a private live event, broke the record for “Most cartoon characters drawn by kids in an animation” in the Malaysian Book of Records. With 0 media spend on the event, Abbott gained 6,056 organic Facebook followers, grew 148% in e-commerce value and became the 4th biggest player with a 13.6% combined market share value. The campaign made it clear to young parents how Similac could benefit their child in more effective and modern ways. But most importantly, both parent and child could see just how far a little playful imagination could take them.