Campaign details
Brand: ABBOTT/ Ensure GoldAgency: Publicis WorldwideRegion: APAC
Strategy
Objective
We needed an impactful campaign that would get the caregivers (urban and rural) to purchase Ensure Gold as a gift for their parents this Tet by creating a strong emotional urge for them to take care of their parents' health especially given the COVID long-term side effects to older people. Ultimately, our efforts should continue to strengthen Ensure Gold as the top-of-mind brand for caregivers within adult gifting this Tet.
Target Audience
Ensure Gold has always capitalized on the family-centeredness of the Tet occasion...