Showcasing: Advertiser of the Year



2013 | |

MILO Creates Cool Twist to Football

Advertiser: Nestle Products Sdn Bhd
Brand: MILO
Creative Agency: Ogilvy
Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine (Manager), Chun Kok Fei (Senior Executive), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd, 12Media

outofhome-milofootball

Challenge
Every Malaysian kid loves MILO. Yet, when they grow up into teenagers, they consume less MILO or stop drinking it because they perceive MILO as their mum’s brand, making it “uncool”. MILO’s challenge is to win over teens whilst staying true to the brand proposition of “Sports teaches positive values”.

Solution
Teenagers like pushing boundaries and putting their own twist on familiar things. Merging this insight with MILO’s sports proposition, we leveraged Malaysia’s biggest sport (football) and put a twist to it by developing engaging, interactive OOHs where teens can design their own unique football goalposts. These distinctive OOHs were strategically placed in universities nationwide. Teenagers could share their creation online and get the chance to see their creation come to life in football fields.

Execution
To instigate teens’ creativity, we designed life-size panels with a stretchable band across the goalpost that students can twist into any shape, take a photo, and then share with friends. We placed these panels in visible, high traffic campus areas (cafeterias and student hangouts) to maximize interaction. The panel’s QR code led teens online to create more virtual goalposts, win prizes and see their “creations” brought to life through MILO “Twisted Football” Facebook app.

Results
Past week consumption amongst teenagers increased 61% (source: Millward Brown). Consumer advocacy increased with 180,000 new Facebook fans (74% higher than pre-campaign) and 12,316 unique football goalposts were created (number of entries were 95% above NESTLE’s average) during campaign period.

2013 | |

Alpo: From Underdog to Super-dawg

Advertiser: Nestle Products Sdn Bhd
Brand: Purina Alpo
Creative Agency: The China Press Berhad
Credits: Cindy Chua (Director, Client Leadership), Rowie Ayaton (Associate Director), Christine Poe (Manager), Lisa Wong (Manager), Vicky Sim (Executive), Grace Ong (Executive)

Challenge
In 2012, ALPO’s advertising budget was at an all time low at RM70,000 while its competitor tripled theirs. Consequently, research showed that dog owners were more likely to support the competitor. The challenge was coming up with a sustainable creative solution, without the help of an advertising agency.

Solution
Based on a pet ownership study in Malaysia, over 85% of dog owners are Chinese whose preferred medium is the Chinese newspaper, and especially loyal China Press readers. After connecting with China Press, we found that they wanted to start a Pet Section but lacked the content. As an internationally renowned brand, ALPO possesses a wealth of information on dogs; hence we offered to contribute content in return for advertorial space and creative resources.

Execution
This collaboration launched the 1st ever Pet Section in China Press. Testimonials about ALPO from readers and celebrity dog owners were obtained by China Press and featured in the pet section. These articles created the perception that ALPO was highly recommended over other brands. As ALPO set the themes and provided weekly content, articles were angled on dog issues that ALPO could clearly make a difference. This further elevated ALPO’s credibility in the category.

Results
By end of our 3 month campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level had increased by 6% compared to a year ago. This partnership entitled us to various resources such as editorial, creative and talents, amounting to 300% return on investment.

2013 | |

NESCAFE Dolce Gusto Now in 4D, Available-In-Store

Advertiser: NESTLE Products Sdn Bhd
Brand: NESCAFE Dolce Gusto
Creative Agency: Publicis Communications Malaysia
Credits: Mindshare — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine Poe (Manager), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd — Christophe Wyss (Senior Brand Manager)

Challenge
It has been a year since NESCAFE Dolce Gusto (NDG) launched. The novelty of “coffee in capsules” has worn off. Initial purchasers of our coffee machines are not buying our refill capsules as often as anticipated. How do we remain top-of-mind and trigger consumers to replenish their capsules regularly? 

Solution
Our affluent target audience shop in high-end supermarkets and purchase premium coffee products. They’re not price sensitive yet, they don’t purchase our coffee capsules often because they don’t drink it daily. Since they’re in no hurry to replenish, they eventually forget about our capsules. Thus, our strategy was to own the coffee category by reminding and engulfing shoppers in an unforgettable 4D in-store experience that triggers them to put our capsules into their shopping basket. 

Execution
We launched a unique 4D experience across 70 premium supermarkets: DIMENSION #1 & #2: SIGHT & SOUND –Placed stand-alone booths and Barista looking promoters outside premium supermarkets to intercept shoppers. –Unique shelf displays that makes capsules very prominent. –In-store LED screens to extend the reach of TVCs. DIMENSION #3: SMELL –Each NDG machine brews a different flavour for a variety of coffee aromas. DIMENSION #4: TASTE –Shoppers can choose, sample and savour any flavour. 

Results
We achieved a 40% increase in sales per month through the in-store 4D experience. In addition to triggering current users to purchase their coffee capsule, we also intrigued new customers with the experience, causing online searches to increase 10 folds during that period.

2013 | |

Love Costs (almost) Nothing for MAGGI

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Primeworks Studios & Red Communications
Credits: Mindshare Malaysia — Keith Leong (Executive), Lim Suk Yee (Manager), Vicky Sim (Executive), Christine Poe (Manager), Cindy Chia (Director, Client Leadership)

Challenge
MAGGI is Malaysia’s No.1 and oldest brand, but competitors were aggressively luring consumers away with their increased variety and exotic flavours. Consequently, brand saliency dropped. How do we remind Malaysians of their “first love” with MAGGI Mee, and rekindle their emotional connection with MAGGI in a world of exciting alternatives? 

Solution
Our insight was that Malaysians quintessentially bring MAGGI noodles when traveling abroad because it’s a comfort food that makes them think of home. “Distance makes the heart grow fonder” – and this became our inspiration! To remind Malaysians of this emotional fondness they have with MAGGI, we pitched our idea to Malaysia’s best storyteller and movie producer, Lina Tan, to develop content with “MAGGI Mee” playing an integral part in the storyline as comfort food. 

Execution
“Istanbul Aku Datang” movie was born out of our insight. MAGGI became the movie’s focal point, responsible for sparking romance between lead actor, Beto Kusyairy, and actress, Lisa Surihani. This well-thought through negotiation with RM50k investment also gained us OOH publicities, PR coverage and Lisa’s tweets about MAGGI. These drove consumers to the movie and ultimately exposed to MAGGI. Astro integrated key scenes with MAGGI into their promos – further boosting our ROI. 

Results
With just RM50k investment, we obtained publicity value worth RM18.1mil! (36,200% ROI). Within the movie’s first month of release, MAGGI’s loyalty scores increased by 4%, top-of-mind increased by 8% (Source: MillwardBrown). This Branded Content drove thousands of social media conversations around MAGGI for months thereafter.