Bangkok--26 Oct--Aziam Burson-Marsteller Innovative Marketing Program uses Edutainment and the “Immunobot” To Attract Thai Families Following the successful launch of a highly innovative product, Dumex, the infant and child nutrition leader, has introduced a highly innovative marketing program centered on the “Hi-Q Immunoland” activity that will be held between 26-28 October at the Central Court and Eden on the first floor of Central World. The event is sure to be a talk of the town among Thai families due to its innovative use of edutainment and the introduction of the Immunobot, the immunity ambassador, to promote understanding about immunity to disease and the immune system, among young Thai children. Mr. Christopher Stratton, Managing Director of Dumex Ltd. said, the introduction of “Hi-Q Natural ProteQ” and the revolutionary “EaZyPack” packaging that was launched this July, have received great consumer feedback. This resulted in Dumex’s current market share to increase from 28.5% to 30.5%. “This year we are celebrating Dumex’s 50th anniversary in Thailand, and in honor of this happy occasion we have launched the Hi-Q Immunoland activity to offer current information on the importance of disease immunity and the immune system to Thai families in a fun and engaging way. This activity utilizes edutainment and various innovative interactive communications techniques that will appeal to the whole family.” A special feature of Hi-Q Immunoland will be the Immunobot, who will be making its first appearance in Asia. This innovative robot can speak Thai fluently while engaging children with a wide range of built in games and activities. The immunobot offers interactive games, a karaoke system and a camera and color printer (to capture the fun). “We use the Immunobot, our immunity ambassador, as an innovative and non-threatening medium to provide important immunity knowledge in a fun and engaging way to young children and their parents,” added Mr. Stratton. He continued, “The event is expected to attract over 10,000 people, both parents and children. We also expect that this activity will increase awareness of the benefits of Hi-Q Natural ProteQ and encourage Thai families to try the product in the fourth quarter.” According to Ms. Wanna Swuddigul, Marketing Director, Dumex Ltd. “In addition to the Immunobot, we have provided a wide range of immunity themed games and activities for children to enjoy at no cost. There are five core stations where children can collect stamps to receive a free ride on the Hi-Q Shuttle, an interactive theater with 4D effects simulating the human body, where children can learn through their senses of sight, touch, hearing and smell.” The 5 core stations are 1) Immunity Screen - the first interactive fog screen in Asia 2) Bacteria Attack — an interactive game where children can be the immunity knight who turns bad bacteria into good bacteria, 3) Dancing Bacteria — a game where children can destroy bacteria through exercise, 4) Immunity Playground - where children can exercise their muscles and have fun with immunity themed rides and 5) Immunity Knowledge - a child friendly exhibition on the importance of immunity. Wanna added, “We are providing free samples of Hi-Q Natural ProteQ to visitors at our station in front of Central World as well as offering the Better Mom member zone that provides special privileges. “Thai mothers today are increasingly concerned about their child’s health and immunity due to increasing pollution and other environmental factors. Thus, Hi-Q Immunoland is a highly relevant and topical activity that will appeal to the whole family while providing important information about immunity and the importance of good nutrition in building a strong foundation for a child’s immune system. We are confident that Hi-Q Immunoland will strengthen the Dumex brand.” concluded Wanna. AC Nielsen reports that Dumex in Thailand holds the 1st position in the children’s premium milk market with a 31.5% value share. The children’s premium milk powder category consists of 3 segments including Infant & Follow-on (IFFO), Grow-up Milk, and formulated UHT. Dumex Ltd., one of Thailand’s leading infant milk powder manufacturers, is part of the Netherlands-based Royal Numico Company. Royal Numico is a world leading, highly specialized baby food and clinical nutrition company, serving customers in over 100 countries. Numico has state-of-the-art research centers and a global development network with universities, research centers and leading academic hospitals. It is dedicated to conduct clinical trials to investigate the efficacy and safety of new ingredients and products for a better and healthier life. For more information, please contact: Satida/ Duangnead/ Saranjit Aziam Burson-Marsteller Tel. 0 2252-9871 Email: [email protected]