Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Radio
Advertiser: Healthy World Lifestyle Sdn Bhd Brand: Ogawa Creative Agency: - Credits: Chan Yuet Wah (Senior Planning Director), James Wong (Manager, Communications Planning), Mimi Ng (Senior Media Executive), Siar Siew Ling (Buyer)
Challenge
While Ogawa is a household name in health and wellness, they have to continuously forge their way through intense competition, especially during special occasions such as Mother’s Day. When all and sundry go to town in an outpouring of love, Ogawa must stand well above the crowd.
Solution
In a filial society such as ours, Mother’s Day is a popular occasion where families and children demonstrate love and gratitude for their mothers. But beyond physical demonstrations of love, how does one articulate this love? For tongue-tied Malaysians, Ogawa provided a custom-made Greatest Love Hits CD as a means of expressing one’s love for Mum via meaningful dedications that were pre-recorded with appropriate songs.
Execution
By partnering with high reach radio station, MY FM, Ogawa managed to create a unique Love FM experience to raise their awareness during this period. The love buzz was amplified when the Love Crew, the station’s team of cruisers and DJs drew in the crowds at the product demos, where the Greatest Love Hits CD of love songs and dedications was given out with Ogawa purchases.
Result
The love-o-meter went through the roof with 12.3% sales that exceeded expectations. The CD became a hit as it was a highly requested Gift of Love. Additional copies were requested by the outlets even after the promotion, and love resonated for months after.
