Archives
2010 | Finalist | Best Use of Magazine
Advertiser: Levi’s Strauss Brand: Levi’s Curves Creative Agency: - Credits: Liew Meng Yee (Media Group Head), June Tan (Media Planner)
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2010 | Finalist | Best Use of Magazine
Advertiser: Levi’s Strauss Brand: Levi’s 501 Creative Agency: Liew Meng Yee (Media Group Head), June Tan (Media Planner) Credits: -
2011 | Finalist | Best Use of Magazine
Advertiser: Nestle Products Sdn Bhd Brand: Neslac Excella Gold Creative Agency: McCann Erickson Credits: Lim Suk Yee (Senior Executive), Loo Pei Yee (Executive), Audrey Low (Associate Director, Client Leadership), Allison Chin (Trading Director), Nicole Leong (Senior Executive Nestle Products Sdn Bhd Her World)
Challenge
A Nestle study revealed that mothers take pride in children’s achievements. They are often influenced by other mothers, desiring a good mother image. To resonate better with mothers, Neslac Excella Gold (NEG) growing-up-milk needed an avenue for them to share and sing praises about their kids in a believable manner.
Solutions
Recognizing that women’s magazines are an important influence to provide aspirational environment for mothers, we partnered with Her World, a leading female magazine known for its credible real life stories. “My Child, My Star”, a first of its kind was born as a permanent fixture for 6 months, stretching our partnership with them to more than just a magazine publisher. Proud mothers can also then proudly share their star child’s stories to inspire other mothers!
Execution
First, we invited mothers to submit a short story on how they raised their kid to be the best. 6 shortlisted finalists were featured in the magazine, proudly giving their kids opportunity to shine while encouraging readers to vote for their favourite “Star Child”. The top 2 mothers win a stylized photo with their child and a special inspirational feature on their journey of motherhood. NEG branding was subtly injected throughout to create consumer association.
Result
We became the hot topic amongst mothers! Nearly 700 votes were received within voting period. Readers were calling with enquiries on the feature story even after the campaign has ended. Mothers rated NEG the highest as being “the trusted brand” and “helps their child grow strong and healthy” (Millward Brown).
2011 | Gold | Best Use of Magazine
Advertiser: Dutch Lady Brand: Yes! Creative Agency: Leo Burnett Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett
Challenge
Kids cultured dairy segment is a high growth and and very highly competitive one with brands like Yakult, Solivite, Vitagen & Milo pumping in huge A&P spends. Dutch Lady’s recently launched ‘Yes’, had to stand out and be relevant in the kids repertoire amongst others in a very limited budget.
Solution
The category was obsessed with mental and physical benefits of milk, so we decided to move away and own the kids right to play in this competitive world. We understood that Kids comics and playbooks are extremely popular and combines fun, play and education is one umbrella and mothers are more than happy to allow their kids to interact with them. Yes needed to be a part of the mom-kid conversations during Play and Funtime
Execution
We tied up with the most popular kids magazine ‘Kuntum’ and affiliated comics like Gogo & Elemen. The brand’ss mascot, the Yes! Cow, was integrated into the comic stories as the superhero who saves the day of the kids from the ‘Routine Monsters’. He tickled the brain of the kids by puzzles, games & general knowledge in the magazine which even the mothers enjoyed reading with her kids.
Results
With a limited budget we reached out to almost 251,000 mothers and kids. The total awareness of Yes! increased by 24% and the conversion of Awareness to Ever Bought increased by a whopping 61% over the campaign period and Yes! cemented itself in the minds of kids and moms.
2011 | Silver | Best Use of Magazine
Advertiser: Unilever Malaysia Brand: Sunsilk Creative Agency: JWT Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director, The Exchange), Suveea Jinadasa (Senior Executive, The Exchange), Cheng Lin Nah (Manager, The Exchange), Looi Yew Mun (Manager, The Exchange), Caryn Hon/Ng Kok Yean (Executive, The Exchange)
Challenge
Sunsilk globally partnered with the world’s 7 Best Hair Experts to co-create its new range. Problem was that nobody in Malaysia knew these experts, hence difficult to use them in communication. But since it was Sunsilk’s biggest campaign in 2010, the stakes were very high. It was make-or-break for Sunsilk!
Solution Women do rely a lot on experts when it comes to beauty care, but they need to be familiar names. Since the Sunsilk experts were unknown, a credible and ‘known’ go-between entity was required who would ‘introduce’ the 7 global experts to the audience. For many women, Beauty magazines are their ‘experts’. Product endorsed by beauty editors have always influenced women’s purchase decisions.
Execution
Sunsilk tied up with 13 magazines across all 3 languages for more than 5 months, to help establish the credentials of the global experts. Editorial features, product features within editors’ articles and co-creation advertorials – all these topped off with a premium leave-behind Sunsilk booklet – helped to build the experts’ credibility and create an impactful launch.
Results
The four-month campaign period saw highest-ever market share jump in Sunsilk Malaysia’s history! Sunsilk became bigger than the closest two competitors combined!
