Based on the idea, we launched an integrated campaign to communicate and engage with kids effectively.Online: In-depth cooperation with popular kids online SNS --- Aobi Island to create a PRINCE Planet, kids could experience the adventure with PRINCE via online games. Branding and usage of biscuit codes were fully implanted in the games. The utilization of virtual incentives in the game using the pin-code on the packs contributed to actual sales.TVC : Considered that TV is still the most effective channel to reach kids. To introduce the product attributes and how it can play as a special language in kids’ real life.

In-store Promotion: POSM/promotion is the best opportunities to stimulate both trial and purchase. We developed a series of POSM, a comic book and 3D stickers with biscuit coding message were inserted in the pack for kids to enjoy and to share.

Value Share: marketing value share has been lifted from 1.01% (July) to 2.74% (Aug) after the launch of the campaign. It grew 171% in its value share.Offtake: In RT-mart, the average offtake of Prince Crispy More in Joint Promotion and TVC period was 225. It was +246% better than normal week.Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan. Sales Performance: +77% vs. OB (2010 May - 2010 Nov).