The Challenge
As a relatively new entrant in Vietnam’s snack food market, Orion’s Marine Boy was competing against well-established brands that had high “kids appeal”. The challenge was to win the hearts and minds of kids while building a positive brand perception amongst mothers. Through a year-long digital campaign, we gave mothers a reason to buy Marine Boy by making it a fun snack for kids that is not only tasty but also provides wholesome and enriching ‘edutainment’ value.
The Idea
The virtual aquarium - an immersive brand experience that appeals to kids’ sense of fun and adventure while also convincing mums that they are making a good snack choice for their kids.
A gaming card was placed in each box of Marine Boy. These cards featured different sea creatures with different levels of intelligence, speed, strength and agility. These could be used in a 'top-trumps' style game. It also encouraged repeat purchase of the product in order to collect all the sea-creatures. Activating a code on the reverse of the cards enabled children to add each sea-creature to their online virtual aqaurium.
The website homepage
An educational quiz
An interactive game
An interactive game
Entering a code triggered the augmented reality experience on the product pack
An interactive game
An interactive game
A TVC promoting the in-pack augmented reality experience and the online virtual aquarium
A TVC that drives consumers online to experience the virtual aquarium
