Insight
In an increasingly globalised world, kids are growing up with endless possibilities as well as stern challenges. Children who are comfortable in the globalised world gain a distinct edge in competitive environments, and ultimately grow up to become better-adjusted and more confident adults.
Many Hong Kong parents understand this notion but find it difficult to raise a ‘global’ kid without the time and expense. So Wyeth Gold wanted to inspire HK kids to learn about the world and help parents make it a fundamental part of early childhood development without breaking the bank.
Strategy
Helping kids learn about the world isn’t so simple. It is more than just describing different places and cultures to kids. It needed to stimulate kids’ curiosity and provide them with a chance to explore the world by themselves. Therefore, OMD HK | TBWA HK moved away from the Asian style of passive one-way learning to a more immersive learning experience unlike using books or videos.
The idea – “SEE the world at home” is an interactive learning discovery that allowed children to start learning about the world through world’s famous landmarks, extending their playground at home in Hong Kong to the whole world and encouraging them to make discoveries that will spark their views of the world, in new eyes.
The campaign allowed kids to see the world in its most authentic way and ‘interact’ with it. Giving kids a real-life simulated experience, not just images. So it portrayed the world’s landmarks to HK kids in its most original environment with the aid of Google’s Street View images and enabled them to investigate the uniqueness of different cultures by observing the landmarks’ surroundings.
With this approach, Wyeth helped kids see the world in a way they have never experienced before.
Execution
Wyeth Gold shaped the learning discovery by turning HK kids’ surroundings into places of the world using Wyeth's “image recognition” enabled flashcards that were on display across multiple media.
By unlocking Wyeth’s flashcards using "Learning-on-the-go" app, HK kids vividly saw Tour Eiffel, Taj Mahal, The Big Ben and many more for the FIRST time through latest ‘Google Street View’ images!
Kids were able to explore around different cities in ‘360 degree’ view, learn to speak in three languages – English, Mandarin and Cantonese and engage in conversations about the world to grow closer with their parents.
Each time kids unlocked a new place, they also earned “Learning Miles” to redeem tools that further enrich their learning experience, including book coupons, Family Day tickets and even a chance to visit a world landmark for real. By gamifying the learning experience, parents and kids were motivated to keep on learning ‘together’, share conversations with others and see beyond their own community. The brand even introduced the concept of “the world is our playground” to enable the teaching of world cultures to children in kindergartens in a totally new way.
Results
With kids exploring every day, parents are now pleased to see how their kids learn about the world. In just two months it became a top five downloaded education app. Other key stats include:
- 20,000+ app downloads, from 327 parents a day
- 60,000+ Flashcards unlocked, 13 countries explored
- 86 videos shared
- Over nine million learning miles earned (equivalent to 350 times around the world)
- Press recommendations worth HKD 674,000 ($86,844).
Most importantly, the campaign prepared HK kids to explore, learn and see beyond their small city and grow up in a big world.
- Helped kids understand the world – 97% agreed
- Wyeth is a trusted parenting partner – 99% agreed
- Willing to recommend to other parents – 95% agreed
- New users grew by 65%
- YTD Sales increased +30%
- Campaign ROMI 26:1