To effectively drive awareness of Abbott Ensure, a nutritional supplement for the silver population, Mediacorp Brand Studio created a multimedia campaign and amplified the content to our captive audience on Channel NewsAsia.
Developed by Mediacorp’s Brand Studio with a heart-tugging film produced by Mediacorp’s Creative Services, the ‘Gift of Strength’ campaign aimed to amplify Abbott Ensure’s brand value of providing the strength for the elderly to pursue their dreams. Shining the spotlight on the target audience’s ageing parents, loss of strength, and other possible health issues stemming from inadequate nutrition, the target audience was set thinking about their parents’ dreams, state of health and ways to improve their golden years.

Leveraging on the strengths and credibility of Channel NewsAsia, the campaign’s thought-provoking and factual approach was a hit with the target audience. With its success, Abbott Ensure leapfrogged over its competitors, moving to #1 spot in 2017 market share, from the second position it was a year ago.

Abbott Ensure’s Gift of Strength campaign took home a Bronze at Tangrams Effectiveness Awards 2018. The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.

Read the award-winning Gift of Strength brand campaign here.