Vitasoy: 70 instant message packs

The Warc Prize for Asian Strategy is Asia’s first competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Vitasoy International Holdings Ltd
Agency: DDB Worldwide Ltd
Brand: Vitasoy
Campaign duration: March 2010-April 2010
Country: Hong Kong,
Media budget (USD): Up to $500,000
Channels used: Events, in-store, magazines (consumers), newspapers (local), out of home (all forms), packaging, social media, television (local), word of mouth

EXECUTIVE SUMMARY