Malaysian Media Awards Winners Showcase





2010 | |

Outdo Yourself This Chinese New Year with 100PLUS

Advertiser: F&N Interflavine Pte Ltd
Brand: 100PLUS
Creative Agency: -
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), 
Lorraine Tan (Senior Brand Manager, F&N Interflavine 
Pte Ltd), Ooi Jin Yen 
(Assistant Brand Manager, F&N Interflavine Pte Ltd), Michelle Goh (Associate Director, Bates 141)

NEWS - Outdo Yourself This Chinese New Year with 100PLUS

Challenge
As market leader in the soft drinks category, 100PLUS is known for its functional benefits. However, it lacks the emotional connection of Asian Drinks than other soft drinks during Chinese New Year. We needed to be different as we saw hundreds of CNY ads – all of them look-alike from everyone.

Solution
CNY is a time to reconcile, forget grudges and wish happiness to everyone. This is when home mail-boxes, emails and sms-es are rife with greetings received or sent to friends and families. We decided to take CNY greetings to greater heights, infusing ‘Outdo Yourself’ spirit to herald the new lunar year. By giving consumers the opportunity to wish their loved ones on national Press, we were able to stand out from the CNY advertising clutter.

Execution
With Sin Chew, the biggest Chinese Daily in Malaysia, we asked readers to submit ‘Outdo Yourself’ CNY greetings with pictures of themselves posing with 100PLUS to win Angpows and to appear in national Press. Everyday for 2 weeks before CNY, we published the winning entries which coincided with the peak CNY purchase period. On the 1st day of CNY, a collage of the 55 ‘Outdo Yourself’ CNY greetings were presented as 1 grand, CNY greeting.

Result
Reached 530,000+ core Chinese targets. Achieved highest Spontaneous Brand Awareness vs competitors, growing by 22% vs last CNY. Sales grew by 15%. (Source: Nielsen Retail Audit, TNS Brand Health Track.)