Showcasing: Advertiser of the Year



2012 | |

Creating Dissonance During Search

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Friso
Creative Agency: -
Credits: -

Challenge
In a competitive market teeming with choices for growing-up-milk for kids, Friso had created its own niche by introducing the Friso ‘synbiotic agent’ (a combination of prebiotics + probiotics) in its offering, which boosted a child’s immune system. The challenge was to get into the consideration set of mothers.

Solution
Search is sometimes not about search, but understanding the psychology of our TA and tailoring solutions to address their concerns. We researched Malaysian kids to identify 4 categories of personas; Picky Eaters, Cry Babies, Rough Players and Explorers. We then matched these personas to a list of illnesses that they could be prone to. When kids were ill, mothers would search and Friso’s ‘immunity boost’ USP could be positioned as a long-term solution against illnesses.

Execution
On search engines when someone typed say ‘toddler diarrhea’, the searcher’s query was dynamically picked up and placed as the title of our ad, followed by a message that clearly drove home the benefit of the product ‘Strengthen your kid’s immune system and protect them from the inside!’. The dynamic element of our ads broke the clutter of results & paid advertisements. Being present during a crisis resonated positively with concerned mothers desperately seeking answers.

Results
The campaign garnered 225M+ impressions and 195K+ users visited the Friso homepage. The CTR for dynamically run text ads featuring common kids’ ailments as the title was 5.21% substantiating the interest it had generated. Friso’s ‘boost immunity’ message was firmly implanted and helped them gain 6% market share in 2011.

2012 | |

Smart Tales Take Mommy Shoppers By Surprise

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady Growing Up Milk
Creative Agency: -
Credits: -

Challenge
Several Milk Brands have led consumers to believe that academic excellence is the end benefit of milk consumption. Dutch Lady had to break this notion amongst mothers as it believed in wholesome development by ‘Applied-Learning’. Our challenge was to bring the concept alive for the newly launched 5xDHA Growing-Up-Milk.

Solution
A child’s learning is a continuous process and not based on milestones. A child surprises her mother with smart actions and out-of-box thinking, regularly. But these day-to-day smart stories are lost in the slew of academic milestone celebrations by competitors. Media agency recommended to leverage this untapped position and bring alive ‘Applied-Learning’ by creating, collecting and showcasing very Smart Tales from Moms nationwide inspired by the antics of ‘little Adam’.

Execution
‘Little Adam’ had accompanied his mother for weekly shopping, but he got lost. When he realized his mother was lost, instead of panicking, he used the PA-system and announced calmly to that actually his ‘mother was lost’ and described her and asked for help. This was done across 300+ outlets of Giant with Dutch Lady’s Smart Tales message. ‘Little-Adam’s antics surprised shopper-moms and inspired moms to start sending in the smart tales of their kids.

Results
The campaign reached 1.2 Million of mainstream mothers. Moms shared thousands of Smart Tales. Brand-shares grew by an amazing 23%. Dutch Lady surpassed closest rival by 9% point margin in Brand-Shares to become the market leader. The endearing smart tales helped the brand get closer to moms across the country.

2012 | |

The Great Milk Elections

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady UHT
Creative Agency: -
Credits: -

Challenge
Dutch Lady, Malaysia’s leading Milk brand faced the challenge of increasing milk consumption in the country. At an average of 1.3 glasses per week, Malaysian milk consumption was lowest in the region. Neither Malaysians consider Milk to be an adult drink, nor are they fond of the taste.

Solution
We had to engage & reacquaint consumers with milk and its benefits. The entire country was anticipating General Elections, giving us a perfect platform. Social- age consumers love working with brands and developing something new. As taste was the biggest barrier, we worked together finding Dutch Lady’s new taste. We decided to hold elections in Malaysia, but with a difference. Dutch Lady held the MILK ELECTIONS, and for the first time launched a fully crowd-sourced flavor.

Execution
The inaugural “Milk Elections” was contested between “Red-Bean”, “Moo-Melon”, “Caramel- Toffee” & “Sweet-Corn”. The canvassing began online, on-radio, on-TV, with the supercute mascots asking for votes, massive rallies were held across the nation which viraled instantaneously. Even celebrities turned up to support their favorite flavor on TV and social media and rallied their fans to vote in facebook. People got to sample the flavors across the country & cast ballot to crowd-source their favorite milk flavor.

Results
232,000 ballots were cast, and Sweet Corn won the elections with a big fight from others. 1.17million sampled the 4-flavors, generating 3.5million social-media conversations. 7.1 million witnessed the campaign increasing per-capita milk consumption by 2.7%. “Sweet Corn” was sold off within weeks of launch, increasing Dutch-Lady’s market share by 6%.

2012 | |

The Great Milk Elections

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady UHT
Creative Agency: -
Credits: -

Challenge
Dutch Lady, Malaysia’s leading Milk brand faced the challenge of increasing milk consumption in the country. At an average of 1.3 glasses per week, Malaysian milk consumption was lowest in the region. Neither Malaysians consider Milk to be an adult drink, nor are they fond of the taste.

Solution
We had to engage & reacquaint consumers with milk and its benefits. The entire country was anticipating General Elections, giving us a perfect platform. Social- age consumers love working with brands and developing something new. As taste was the biggest barrier, we worked together finding Dutch Lady’s new taste. We decided to hold elections in Malaysia, but with a difference. Dutch Lady held the MILK ELECTIONS, and for the first time launched a fully crowd-sourced flavor.

Execution
The inaugural “Milk Elections” was contested between “Red-Bean”, “Moo-Melon”, “Caramel- Toffee” & “Sweet-Corn”. The canvassing began with the videos of our super cute mascots asking for votes, massive rallies were held across the nation which went viral instantaneously. Even celebrities turned up to support their favorite flavor on social media and rallied their fans to vote in facebook. People got to sample the flavors across the country & cast ballot to crowd-source their favorite milk flavor.

Results
232,000 ballots were cast, and Sweet Corn won the elections with a big fight from others. 1.17million sampled the 4-flavors, generating 3.5million social-media conversations. 7.1 million witnessed the campaign increasing per-capita milk consumption by 2.7%. “Sweet Corn” was sold off within weeks of launch, increasing Dutch-Lady’s market share by 6%.

2012 | |

Dutch Lady’s 5 Pronged Crisis Response

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: -
Credits: -

Challenge
A competitor brand was stirring a storm by claiming that their milk products had lesser sugar, and other popular brands contained added sugar that was harmful for Malaysian kids. This caused an adverse panic reaction, with many parents believing the propaganda. It was important that this claim was addressed scientifically.

Solution
We de-constructed the claim via intensive research and came up with a 5-pronged strategy to counter the negativity & predisposition parents had formed about sugar in growing-up- milk. Our strategy involved use of engaging ad copies that 1. Highlighted Facts, 2. Dispelled Myths, 3. Educated Malaysian Consumers about sugar in milk, 4. Spoke of Standards and Certifications & 5. Demonstrated that Dutch Lady had Local Understanding to fulfill the nutrition requirements of Malaysian kids.

Execution
Our keyword strategy running in sync with the overall campaign strategy, targeted parents who searched for information related to added sugar in growing-up-milk and also covered keywords related to other mid & lower parts of the consumer decision funnel. Our witty ads led searchers to a specially designed Dutch Lady FAQ page called the ‘Goodness of Milk’ that countered the claim head-on and provided consumers a scientific explanation about the sugar in DL’s growing-up-milk products.

Results
Ads had 37M+ impressions and 68K+ people visited DL’s FAQ page. Ad CTRs reached as high as 9%. Dutch Lady won new fans and consumers gained valuable life-long insights into the benefits of the ‘right type of sugar’ in milk. Despite the negativity, Sales Value Increased 6% during this campaign.