Malaysian Media Awards Winners Showcase

2011 | |

Walking into Malaysian Hearts at Zero Cost

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mister Potato
Creative Agency: Spin Communications
Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Mandy Liew (Senior Media Planner), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Cheryl Yong (Brand)

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Mister Potato is the Number One snack made by a Malaysian company. How can we capitalize on Mister Potato’s popularity, demonstrate it in a truly humble Malaysian way and build deeper connections with our consumers?

Whilst the world is moving on, Malaysian hearts are still touched by customs and traditions. We have a very strong sense of community. This makes us uniquely Malaysian. MisterPotato weaved into the fabric of Malaysian society and touched hearts by bringing “Project Angkat Rumah” to the people. With pride, hundreds of young people experienced first-hand “Project Angkat Rumah” and thousands witnessed it on EARNED media. By moving a kampung house, we moved mountains (brand engagement).

One day media stunt did it all at zero media cost! People were informed of the event on MisterPotato facebook. At the event, MisterPotato together with his trusted mariachis joined hands with several hundred people to move an entire “kampung” house from Sentul to KLPAC. Red sombrero hats were given out, providing comfort from the heat. Mariachis cheered on the participants who munched happily on MisterPotato chips. The festivities closed with a MisterPotato kenduri feast.

Cost to client ZERO. EARNED media value was huge. Front page coverage in major newspapers and TV primetime news are valued at RM1.35million. Across social media platforms, the event generated conversations for days. The campaign further sealed MisterPotato’s standing as Malaysia’s favourite potato snack brand with commanding market share.