Promil Gold is a milk brand that’s formulated to help speed up brain connections in kids.
Our target market? Alpha Moms and Dads. These are parents who can be VERY competitive. 
So when the brand shifted to online sales in a market with “the world’s longest-running lockdowns,” we had to think fast and know exactly how to engage with our Alpha Parents.

Introducing, The Think Fast Sale 
Promil transformed online selling into an online quiz.
The usual product photos became flashcards, capturing the attention of VERY competitive, fast-thinking moms and dads.

Typing the answer in the voucher tab unlocks discounts or prizes. To get the discount, parents must check out quickly to be among the first 100.

Knowing how competitive its customers could be, the brand took the lead in hosting livestream Think Fast Quiz Bees. The first viewers to comment with the right answers won prizes. In between rounds, child education experts gave tips on child rearing in the new normal.

For a whole weekend, Promil Gold Four’s pages, just kept churning out trivia questions and big discounts.

Recognition:
Asia Pacific Tambuli Awards 2022
– Silver in Brand Experience/Creative
– Bronze in E-commerce Experience
– Shortlisted in Best Use of Real-time Marketing/Media
– Shortlisted in Brand Experience & Activation/Media

Kidlat Awards 2021
Silver in Creative Technology & Media: Creative Use of Media
Silver in Creative Technology & Media: Websites/E-Commerce
Bronze in Creative Effectiveness: Promo & Activation
Bronze in Creative Effectiveness: Direct
Bronze in Craft: Best UX/UI

Boomerang Awards 2021
Silver in Campaign Effectiveness – Conversion
Bronze in Campaign Effectiveness – Digital Activation
Bronze in Campaign Effectiveness – Small Budget
Shortlisted in Tech Innovation – Commerce, UX

Credits:
Agency: Digitas PH
Head of Innovations: Rey Tiempo
Creative Director: Marielle Nones
Senior Art Director: Jamie Cabatit
Art Director: Len Sapnit, Blanche Llanes
Associate Creative Director: Stephan Domingo