Mondelez: MINI UGUAN CUP MOMENT

Credits & Description:

Advertiser: MONDELEZ
Agency: SAATCHI & SAATCHI
Category: Fast Moving Consumer Goods
Advertising campaign: MINI UGUAN CUP MOMENT
Group Head: Dean Ding (Saatchi & Saatchi Shanghai)
Creative Director: Bruce Wu (Saatchi & Saatchi Shanghai)
Head Of Tv Production: Ran Yin (Saatchi & Saatchi Shanghai)
Creative Service Director: Lily Jin (Saatchi & Saatchi Shanghai)
Art Director: Rebecca Liang (Saatchi & Saatchi Shanghai)
Account Manager: Stella Li (Saatchi & Saatchi Shanghai)
Copywriter: Andrew Lok (Saatchi & Saatchi Shanghai)
Group Head: Benjamin Gao (Saatchi & Saatchi Shanghai)
Executive Creative Director: Fan Ng (Saatchi & Saatchi Shanghai)
Associate Creative Director: Guojing Yang (Saatchi & Saatchi Shanghai)
Account Director: Lily Chen (Saatchi & Saatchi Shanghai)
Group Account Director: Shelley Xu (Saatchi & Saatchi Shanghai)
Group Creative Director: Elaine Young (Saatchi & Saatchi Shanghai)

Execution
Utilizing Mini Uguan’s unique cup packaging as a platform for moments of real fun was logical: they could transform the package of their favorite snack into their new favorite toy, turning trash to treasure.To give kids ideas about the hundreds of possibilities for DIY interactive toys, we passed out special 3D handbooks at point-of-purchase, displayed step-by-step GIFs, and even showcased examples of potential designs in stores and public spaces to inspire the kids to try their hand.

Outcome
Sales in Q1 2013 have already increased 22% compared to last year. And although this program is still in progress, we have already seen more and more Chinese kids turn off the screens and pour out the fun!

Implementation
So we utilized Mini Uguan’s unique cup packaging as a platform for our kid consumers to ‘think outside of the cup’.We taught kids how to make hundreds of DIY paper toys that give them the perfect excuse to use their hands and imagination, away from electric screens, and play with parents and friends.

Client Brief Or Objective
These days, children spend more time with their nose in an iPad than a book, more time playing with virtual characters than with real friends. Chinese Moms are concerned that their children’s addiction to technology is keeping them captive behind screens.Mini Uguan is a milk-rich biscuit that provides nutrition to help kids’ development. As Mom’s favorite biscuit snack brand, we knew we needed to help these kids turn away from technology for moments of real fun!