APD
Fonterra
Anlene Concentrate
Anlene is a high-calcium milk targeted primarily at women. It helps strengthen bone health, but won’t work very well unless taken regularly starting in one’s 30s. But young 30-somethings at the peak of health and vitality hardly ever worry about calcium deficiency and the issues it would cause later in life.We needed a way to get them to start thinking seriously about calcium deficiency and start taking Anlene to prevent it while they are still young enough to do so.
To get their attention on the serious issue of bone health, we want our target to experience what it would be like to have severely limited mobility when age and calcium deficiency catch up with them in the future.We chose a wearable GERontolic Test (GERT) suit to accurately simulate how they would feel aches and pains and move slower when they get older, if they do not start taking care of their bones and bodies now.The campaign is rolled out in 2 phases.PHASE 1 _ KICK-OFF VIDEOWe started with a video featuring two supremely fit celebrities: MMA champion Peter Davis and fitness model Nana Al Haleq. They share how much they love staying active, then discover via the GERT suit how difficult it will be to remain so if they don’t start taking care of their bone health now.PHASE 2 _ ON-GROUND TRIALSWe then took the GERT suit on-ground to be part of Anlene’s on-going bone health check roadshows held all over Malaysia. There, consumers in their 30s get to try the
ECD : Tang Wai Hoong
Creative Group Head : Lee Kwee Keak
Strategy Planner : Nisha Roy Joshi
Copywriter : David Lim, Nikke Ho, Sukri Sarin (BM), Cheryl Chin (CHI)
Art Director : Leong Yoke Lim, Kevyn Lim
Social : Catherine Lim, Mia Loh, Nadhil Rahman
Account Management : Alka Punj, Miki Yap
Programming : Ho Wai Hing
Client : Paulo Ocampo, Low Tzu Chuen, Ong Tan Fei
