• Campaign Objectives

To maximize brand exposure and create brand affinity, Wyeth envisions strengthening its brand role as a trusted learning partner through helping parents to raise a “global kid”.

• Yahoo! Solutions

Stimulating kids’ curiosity and providing them with a chance to explore the world by themselves have become the vision of Wyeth, thus they have introduced “SEE the world at home”, the interactive learning discovery that allowed children to start learning about the world through its famous Landmarks, providing a more immersive learning experience.

Wyeth did cross-over with Yahoo Travel to raise awareness among target audience with UMU search bar, related voyage and banners in other sections NP1, then engage them with Yahoo Travel and themed tour – “Parent-kid summer study tour”. A newly launched “Learning-on-the-go” app has enabled audience to take actions to realize their learning.

• Results

There was an increase of 20% on targeted audience reach compared with 2012 campaign with similar budget and there was an impressive record of 5.13% CTR for the keyword search “study tour around the world flash card”.

Advertiser :	Wyeth Nutrition
Media Agency :	OMD
Creative Agency :	TBWA Hong Kong