OPPORTUNITY

• As parents tend to "listen", "believe" and "act", Wyeth wanted to break the myth of Wyeth GOLD that caused constipation, maximize awareness and create strong association between good intestinal health and Wyeth GOLD. Targeting at parents with kids aged 6 months to 7 years old, the goals of "Busting the Chinese Whisper" campaign were to change parents’ perception and stimulate trial on Wyeth Gold.

SOLUTION

• Yahoo Ad Solution: Combining crazy ad, rich gutter and roadblock with extraordinary 3D animation and an exclusive 4-hour full page domination for crazy ad on Yahoo homepage
• Yahoo Ad Solution: An exclusive takeover ad on Yahoo's homepage with the key message "break the rumor", popped up and prominently turned into a 3D animation inside a billboard surrounded with HK city view to engage with the target audience.

RESULTS

• Reached 5.5m impressions in 4 hours
• Engaged over 6,500 HK parents
• Drove 780% monthly trial average
• Brand imaginary (Infant Constipation Related) improved by 12%
• Facebook likes boosted 21 times after the launch of campaign
• Won the Outstanding Display-Best WOW Effect Award in the Yahoo Big Idea Chair Awards 2014

Campaign : Wyeth GOLD Busting the Chinese Whisper Campaign
Advertiser : Wyeth Nutrition
Media Agency : OMD
Creative Agency : Wunderman | AGENDA (Hong Kong)