With your help in another project, we recently developed several broad strategic Concepts to bring PediaSure’s clinically-proven nutrition to help kids grow, to the attention of more moms with kids who are behind on the growth-curve. Now that PediaSure has a final Concept, we’d like your help once again, to create a more executional Campaign Idea that will bring that Concept to life and gives it more of a narrative frame in the actual campaign.
The centerpiece of this campaign will be a broadcast television commercial, but we’re looking for a Campaign Idea that will be able to fully inform and support the campaign beyond any single video execution, because it will be the vehicle by which the brand delivers its message across all consumer touch points; be it video, print ad, Twitter feed, or Facebook post. Check out this post for a more thorough explanation of Campaign Ideas.
First though, it’s essential that you familiarize yourself with the Concept you’ll be working with to develop your ideas, so check this out:
Moms really do notice everything – especially when it comes to their kids. They know which stuffed animal they like most on stormy nights, which movies get the biggest laughs, and she also knows the only way her child will eat carrots is if she cuts them in the shape of hearts. So of course, moms notice if their child falls behind on the growth-curve, and they know when they need to take action to help them grow.
And just as moms see everything that affects their child’s growth, they’ll also do anything to help – to keep them eating well and growing, becoming as big and healthy as they can be.
That’s why so many moms count on PediaSure. In addition to the healthy meals and snacks moms prepare for their kids, two daily servings of PediaSure can help kids gain weight in as little as 8 weeks. And because moms see everything, they’ll notice all the little things that come along with their child growing: the big smiles when they need (and get) new clothes; their confidence reaching new heights (at the playground, at home, with their friends); and all the fun they have trying and doing new things.
If you’re ready to make that Concept come to life with your Campaign Ideas, please read on…
The goal of this project is to create a Campaign Idea that positions PediaSure as mom’s go-to solution for helping her child achieve healthy growth, while recognizing the fact that mom not only notices everything about her child, but does anything she can to help them when they’re behind the growth-curve. Your Campaign Idea, in 500 characters, should be able to fully inform the visualization and development of a broadcast television commercial, but also support the campaign beyond any single video execution. You don’t have to tell us about those added pieces – but you should bear in mind that the campaign-ability of your idea will be part of how it is evaluated.
The most important element driving the Idea should be the insight that just as moms see everything that affects their child’s growth, they’ll also do anything to help – to keep them eating well and growing, becoming as big and healthy as they can be. Those words in bold emphasize the emotional hook. Make sure your Idea brings that home.
To do that, we think it’s critical that you try to incorporate a few key points in your creative:
It’s okay to have examples of Mom taking actions that involve food, but we also want at least one example of general encouragement or help that isn’t tied to the kitchen.
Though these key points might feel a little prescriptive, you have a lot of freedom in how this comes to life – in the scenarios and settings and interactions between mom and child, and in the visual execution of your concept – so you’ll find the most success if you can think of something clever and creative that uses these key points as a framework.
One other helpful insight – think creatively about how mom notices her child is behind the growth curve, and also about how she sees the positive changes when growth is achieved. We’ve seen plenty of Moms measuring their kids against a wall, so finding a better way to realize that moment is a way to distinguish your creative. Think of vivid, telling details that a mom might notice before anyone else does.
Yes, it might help to talk to moms and get their input!
--Key Marketing Objectives: It is intended that this new Campaign help improve PediaSure marketing content on these specific measures:
--Executional Mandatories:
--Target Audience:
Moms with kids 2-6 years old. We’re specifically interested in reaching mothers who believe their child is falling behind in height and/or weight.
--Tone:
This Project will be worth a total of $3,000 and consists of a Campaign Idea Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: CAMPAIGN IDEA – Tell us your Campaign Idea for PediaSure in 500 characters or less. The THREE most compelling Campaign Ideas will be selected as winners and receive $1000 each.
1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
6. Limit 5 submissions per member, per Phase.
7. You must be at least thirteen (13) years or older to enter.
8. In the event that fewer than 100 Campaign Ideas are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.
10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.