The campaign also helps reinforce the brand’s positioning built around ‘mental smartness’.
The campaign revolves around five characters, each with a distinct personality trait– Smartini, Geekman, Inspecto, Coolance and Speakana. A collection of fun stories told in the form of comics has been created for this campaign.
The stories revolve around disastrous, unusual phenomena taking place in the world of the 'Super 5' where suddenly everything in the world is beginning to melt, and out of nowhere the skies are covered with flying birds.
The campaign goes on to invite children to help 'Super 5' solve the problem by submitting their own smart solutions as ends to the stories.
Said Ovaltine brand manager, Dao Thu Ha, "We are extremely excited about the 'Super 5' campaign. It has generated a great amount of interest not only among children but also internally within our company, our sales staff and distributors."
He added, "We’ve been receiving a lot of positive feedback. It’s been only a few weeks into the launch and we are already seeing an impact on sales as well as market share. We are very happy with the brand’s performance and hope this will continue until the end of the campaign.”
Tarun Dhawan, managing director, Y&R Vietnam responded, "The early signs of success on the 'Super 5' promotion demonstrates yet again that it is possible to drive short term sales and build long-term brand equity at the same time."
The Ovaltine 'Super 5' campaign is being rolled out from December using a combination of touch points including digital, print, point of sale, on pack promotion that appeal to children. Its Phase I will run from December until Phase II 2011.
Consumers can watch a trailer of the campaign, view the five characters, read the comics, and submit their entries at Smartkids.com.vn
Other engaging tools including games and activities are also built into the site.
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