ASIA-PACIFIC – HONG KONG, SEPTEMBER 28, 2011: 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.
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illumama e-magazine
The iPad and iPhone compatible e-magazine is aimed at modern mothers, or ‘illumamas”. 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. The e-magazine aggregates the latest news and content digitally and provides easy sharing functions. 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.”
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advertorial
To create brand awareness and drive mothers 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. The full interviews are available on illuma.com.hk, along with other content exclusive to the e-magazine. The campaign runs until mid-November.
ILLUMA is only available at select premium outlets and on the official Wyeth online shop.
