Vitasoy creates 'MomenTee' campaign on Facebook

Vitasoy is a popular soymilk drink in Hong Kong, and has gathered fans among the youth generation especially since its ‘Stand by me’ campaign last year.

This time, ‘MomenTee’ (referring to the 'moment's tee') uses adorable packaging with 48 cartoon icons created by Tribal DDB and DDB. The campaign slogan is "Stand by you. Every moment". Besides television ads, the campaign is mainly driven through Facebook.

The 48 icons represents different moments in life such as studying, being in love and happy. The slogan asks: “When is the best time to have Vitasoy?”

The ‘tee’ in the campaign refers to the series of T-shirts that Vitasoy is giving away. Every few days, Facebook will open up for the public to vote their favorite 'moments'. The icon with the most 'Like' will turn into T-shirts. Vitasoy has also collaborated with local trend Milk magazine to involve celebrities with the T-shirts.

A new phase is on its way. Vitasoy will post a series of riddles on Facebook. The 30 people that guessed the correct icon in association to the puzzle will be selected for a lucky draw. The winners will receive a MomenTee T-shirt.

Tim Cheng, ECD of Tribal DDB, said they are hoping to use the ‘moments’ to connect with the audience and not just the product itself and in return to drive product usage. He also noted an internal inspiration on the campaign name ‘MomenTee’. It works like a play on words that phonetically sound like the phrase for ‘no problem’ (冇问题) in Cantonese. The idea is to give a relaxing and fun tone to the brand.

Credits:
Project Stand By You. Every Moment
Client Vitasoy
Digital agency Tribal DDB Hong Kong
Creative agency DDB Hong Kong
Executive creative directors Jeffry Gamble, Tim Cheng
Creative director Avis Woo
Associate creative directors Kym Ma, Joe Chan
Senior copywriter Bob Fong
Art director Dido Chow
Copywriter Daat Lai
Assistant art director Arra Tang
Interactive designer Gary Law
Social media specialists Carlos Palacios, Tammy Foo, Ringo Fai
Technical manager Tony Wong
Project manager Bobby Kwan
TV production Denise Wong
Account servicing Simone Tam, Lisa Ip, Irene Tsui, Christina Kwok, Cafy Choi, Phoenix Wu, Tom Wong
Exposure Television, online, POSM