The brief was to build awareness to Lactacyd and create brand affinity with customers, riding on their campaign idea of Feel Your Best. We created a virtual bestie who rewards the female consumer daily when she interacts with her. Besides the grand prize and other feminine gifts, they get to unlock outfits, accessories, pets and Xmas backgrounds in the game. The one who interacted with her bestie the most won the grand prize. We launched this in Singapore and Malaysia.
The site is linked to the consumer’s Facebook account via Facebook Connect. Once she signed up, her virtual bestie would reveal a surprise each day. Miss a day and she would miss a surprise. To get more than one per day, she would have to share the prize she won or show off her bestie on Facebook.
