Malaysian Media Awards Winners Showcase





2011 | |

Radio Djs Tune Listerns into health

Advertiser: Nestle Products Sdn Bhd
Brand: Bliss Yogurt Drink
Creative Agency: Ogilvy
Credits: Foong Zaai Yee (Executive), Germaine Ooi (Manager), Cindy Chia (Director, Client Leadership), Emily Chin (Senior Executive), Allison Chin (Trading Director Nestle Products Sdn Bhd)

Challenge
BLISS, a yoghurt drink that aids digestion, received low acceptance because yoghurt isn’t a Malaysian daily diet essential. Our target, the young working adults, whose hectic lifestyles and irregular eating habits makes them prone to indigestion. Task: to convince them that BLISS is an easy and effective solution for indigestion.

Solutions
The typical young working adult is always moving about and on the road. They’re also extremely influenced by peer recommendation. With these insights, we identified radio to reach our mobile audience. Further leveraging the radio DJ’s status as our target’s peer, we recruited DJs to take part in “NESTLE BLISS 14- day challenge” and demonstrate real results. With the DJ’s hectic lifestyle resembling our target’s lifestyle, this social proof served as an even stronger peer-to-peer recommendation.

Execution
During the challenge, Radio DJs shared progress updates on-air, on video blogs and Facebook, inviting followers to participate together. Partnering Radio Cruisers, we conducted roadshows for consumers to learn about Nestle BLISS and register for the challenge. Post- registration, we executed a two-pronged action plan: Workshops conducted by a Nestle nutritionist offered motivating tips to both DJ’s and the registered public, further fostering the “peer-group effort”. After the challenge, we flooded the airwaves with real- life testimonials.

Result
In the first month, user base increased 25% and market share achieves highest record with a 43% increase! Current users increased regular consumption (Insight Asia Research group/Scan data), while the challenge’s weekly registration doubled industry norm. (AMP Radio Network). Following our success, other advertisers approached radio stations for similar executions.