TBWA\TEQUILA\Hong Kong launch new e-magazine integrated campaign for Illuma

TBWA\TEQUILA\Hong Kong recently launched a high-end e-magazine as part of an integrated campaign announcing the launch of Wyeth’s super premium milk formula brand, ILLUMA. The e-magazine is aimed at modern mothers, or ‘illumamas”, who desire the best for their babies and for themselves. These socially active new mothers strike a delicate balance between an active personal life and a close relationship with their babies and are passionate about using only the best products and services.

The iPad and iPhone compatible e-magazine is not only about the baby, but also celebrates modern motherhood. It provides relevant content about motherhood from real mothers around the world such as parental advice, baby food recipes, and the latest in mother and baby fashion. By aggregating the latest news and content digitally and providing easy sharing functions, mothers can easily search for the latest and greatest in baby care and share it with other likeminded mothers. In addition to the e-magazine, mothers can join an online community to connect with other new mothers or visit “illushop” to conveniently purchase the high-end milk formula.

Commenting on the campaign, Clarence Chung, General Manager, Wyeth Hong Kong* said, “This campaign approach is unique and stands apart from other milk formula brands because of its emphasis not only on the babies but also the mothers. We feel this focus will resonate well with our target audience.”

Also commenting on the campaign, Joanne Lao, Managing Director, TBWA\TEQUILA\Hong Kong said, “Turning convention on its head, the ILLUMA brand embraces the new mother just as much as they embrace the new child.”

To create brand awareness and drive “illumamas” to the e-magazine and online community, Wyeth is running print executions and advertorials across key publications that feature interviews with celebrity and socialite “illumamas” who embody ILLUMA brand beliefs.  ILLUMA is only available at select premium outlets and on the official Wyeth online shop.

The campaign runs until mid-November. See illuma.com.hk

CREDITS:

Project Name: ILLUMA Launching Campaign

Creative Agency: TBWA\TEQUILA\Hong Kong

Client: Wyeth, Pfizer Nutrition

Executive Creative Director: Mark Ringer

Group Creative Director: Esther Wong

Associate Creative Director(s): Annie Loo

Art Director(s): Issac Ku, Pan Sham

Managing Director: Joanne Lao

Planning Director: Terence Ling

Director of Client Service: Florence Kong

Group Account Director: Jan Cho

Associate Account Director: Ida Mak

Senior Account Executive: Joey Li

Media Agency: OMD

Interactive Credits —

Head of Digital: Luke Eid

Senior Digital Producer: Anne Chan

Creative Technologist: Victor Norgren

Interactive Designer: Lulu Chiu

Interactive Developer: Mimosa Poon