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Challenge
1 in 3 Malaysians have high cholesterol but aren’t aware of it. Thus, they don’t see a need to consume Nestle Omega Plus (NOP), a cholesterol lowering product. As a result, NOP sales were stagnant. We needed to make Malaysians realize their cholesterol problem and choose NOP as the solution.

Solution
Consumers would be convinced to make a purchase if we show them the crucial “heart facts”. To do this, we turned our POS into engaging cholesterol-check booths and moved them up the shopping journey i.e. before they enter the hypermarkets. This highly customized POS identified individuals with cholesterol problems thus allowing us to offer them NOP as THE solution to lower cholesterol.

Execution
Cholesterol-check stations, equipped with the latest gadgets to produce instantaneous cholesterol results, were set up at 320 of the busiest grocery stores in Malaysia. Health professionals, nutritionists and product experts performed the check-ups, answered questions, provided credible advice and ultimately offered NOP as a solution. NOP was sampled and sold on-location to close the deal. A database of people with high cholesterol was created for future engagement and follow-ups.

Results
Over 50,000 Malaysians checked their cholesterol numbers – largest ever witnessed in South East Asia. Over 80% of them purchased NOP and this translated to a 44% sales uplift. Brand consideration rose from 19% to 42% (Millward Brown), while market share hit the highest record ever at 35% (Nielsen).

Challenge
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Solution
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

Execution
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Results
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

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Challenge
MILO’s National Consumer Promotion was challenged by competitors, who offer multi- million dollars in prizes while MILO had only mini toy vans as prizes. We needed a creative in-store solution that would make our “mini prize” look like a million bucks.

Solution
As retailers themselves have strong emotional bond with MILO, we involved them as part of our marketing team. Their role is to provide MILO with more retail space and in return, MILO incentivizes them through a unique trade contest. The most creative and larger-than-life display featuring MILO vans will win prizes, PR coverage and bragging rights. Every retailer in Malaysia and Brunei were invited to participate.

Execution
To promote the campaign to retailers, we dispersed sales teams into every region. This also induced healthy competition within the trade circle. Participating retailers decked out their stores, trying to outdo each other with larger or better looking MILO displays. Some even built replicas of MILO vans! Although winners of this trade contest would receive monetary rewards, it became apparent that they were also driven by emotional pride and love for the brand.

Results
This was MILO Malaysia’s most successful promotion ever recorded. Over 94% of Malaysia’s retailers, totaling more than 60,000 retailers, participated in this trade activity. This resulted in 304,840 MILO Minivans redeemed by consumers, which was 12% ahead of the projected redemption rate.

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Challenge
Coffee drinkers are predominantly Malay males. Usually, their wives prepare the coffee. Wives are also typically the purchasers, whose buying decisions are determined by her husband’s preference. To reach the female purchasers, we’re challenged to overcome the “husband barrier” and make Coffeemate the preferred choice for both husband and wife.

Solution
Since the husband is the barrier, we brewed up a way to get his approval for Coffeemate by introducing Malaysia’s largest “Couple Sampling” that involves both the husband and wife. The wife will prepare coffee with Coffeemate for her husband. This custom-made couple sampling at point-of-sale is interlaced with a romantic theme and would lead to immediate purchase once we have the husband’s buy-in on the taste.

Execution
Our unique POS set-up resembles a café and they were strategically situated at hypermarket entrances nationwide to intercept couples before their grocery shopping. To create a romantic atmosphere, we employed a string quartet to serenade our couples. Promoters encouraged the wife to personalize her husband’s coffee and push for sales. To make the experience more memorable, we photographed these couples, uploading it immediately to our Facebook page to encourage viral publicity.

Results
100,000 couples sampled Coffeemate, leading to the highest sales peak ever of over a million cups within the first 2 months of campaign. On top of that, our FB page recruited an enormous 50,000 new fans, which is a 3-fold increase after the campaign ended in December.