- Wel-yo relaunched their yogurt products and re-positioned them as an official product of Wel Nutrition America.
- The brand team was ambitious to get attention of kids and their parents in not only the big cities but also other provinces across Vietnam with higher living standards.
- WE Media understood Wel-yo’s ambition and came up with a plan of broadcasting 30s TVC on big screens and LCD screen system in the lobby of 4 LOTTE cinemas in Dong Nai, Nha Trang, Hue and Phan Thiet for 28 days.
- This plan also utilized the fact that the cinemas in the campaign all share the same buildings with big super markets like LOTTE Mart, Big C and Maximark.
- This advantage helps lead to direct and immediate purchase from target shoppers after they were reminded about Wel-yo in LOTTE Cinema.
- After four weeks, Wel-yo reached over 102,500 cinema-goers as well as increased their awareness of Wel-yo and its defined new positioning.