Malaysian Media Awards Winners Showcase





2011 | |

Playing Ball with a Monster

Advertiser: Mamee Double Decker (M) Sdn Bhd
Brand: Mamee Monster
Creative Agency: Animasia Studio Sdn Bhd
Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Sim Beng Geok (Client Services Director), Jennifer Chua (Media Buyer), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Joan Yep Mei Yee (Brand Manager)

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Challenge
Mamee Monster is a popular kids snack. However, with increased competition; driving purely awareness is no longer sufficient. The mission : to strengthen emotional attachment with kids. Hence we sought to use branded content to solve the affinity problem for Mamee monster. The question was “what to use” and “how”?

Solutions
Cartoons are entertaining and very real in the eyes of any child. So we embedded our mascot into an animated series and made him the hero. FIT- “Bola Kampung” had the perfect strategic fit; promoting fun, adventure and friendship. MameeMonster blended naturally into the story. FOCUS – We sought engaging interactions. With specially crafted placements of our mascot, the brand became alive and loveable. FAME- Programme promos and series reached over 80% of all kids.

Execution
Instant FAME was achieved when our mascot came alive in Bola Kampung. He cleverly jumped out of the packaging and became part of the program, appearing in scenes with high kids affinity; toys, hot air balloon, snack food stand, t-shirts, etc. In each of the 26 episodes, our mascot made numerous scripted appearances to keep interest high. When he played football with lead character, Iwan, we knew we won the kids’ hearts.

Result
Our hero in Bola Kampung was a surreal solution to a real problem! Kids’ affinity was hugely positive and awareness increased. Media ROI was 1:6. More importantly, branded content’s engagement value was 3 times higher than what were achieved via spot buys alone. Market share was up 2 percentage points.