2013 | Bronze | Best Use of Television
Advertiser: Dutch Lady Milk Industries Brand: Dutch Lady Chocolate Drink Creative Agency: AMS Dorland Credits: Universal McCann — Ramakrishnan C. N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director of Operations), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Quah Ye Vian (Brand Manager), Ho Phaik Li (Head of Marketing Services), Tai Chip Hui (Media Manager) / AMS Dorland — Aditya Kilpady (Strategic Planning Director) / Rogue PR — Jaclyn Lo (PR Director)
In a category where the norm was Tea, Coffee or Milo!, Dutch Lady launched their first chocolate drink. Big Daddy Milo was all pervasive and part of the pop culture. DL had to do the unthinkable, invade Milo’s stronghold, gain traction and actually chew into their market share.
To make consumers think beyond “Milo equals Chocolate drink”, Media agency recommended to challenge people’s notions of what is norm and shake them out of their sleep walk. We decided to do the unthinkable in media, to disrupt people while they go about watching their same old normal programs on TV, all with a dose of irreverence and cheekiness to achieve the largest ever media disruption on TV in Malaysia.
Across 7 top TV programs, cutting through different genres, channels like TV3, 8TV, NTV7 and TV9, targeting different audience segments, popular & cheeky celebrities Nabil & Shira invaded the regular and live programs, surprising the hosts and took over the shows. All the while sipping new Dutch Lady Chocolate Drink and raving about it! The effect was one of initial shock turning into a big smile when everyone realised what was going on.
548 minutes of live TV programming were disrupted across top talk shows. The hijack reached more than 3.81 Million Mass Moms, generating massive buzz & talkability about the hijack. In just 4 months, we grabbed 1.8% market shares and demand had soared resulting in product being out of stock!