Malaysian Media Awards Winners Showcase





2011 | |

Malaysia raises the largest ‘Yum Seng of Milk’

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

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Challenge
Milk is boring. Milk is like our mom – she is nice, good & caring, but it’s not cool to hang out with her often. Dutch Lady faced a huge problem of people stopping to drink Milk beyond a certain age. Our challenge was to make come back to milk.

Solutions
We discovered three key bottlenecks – Make milk aspirational , make it fun and make it shareworthy. So, we designed a campaign that would bring the top youth lifestyle influencers to own their love for milk helping make it hip and aspirational; engaged youth to participate with the brand in a fun fashion; and created a milk sharing experience that was the largest ever.

Execution
Sports and music icons confessed their love for Milk in top Newspapers. Radio DJs, TV hosts and celebrity guests on various talk shows raised a milk toast on the show. Milk was also shared via major toll booths and by radio cruisers across Malaysia. A packaging design contest in colleges followed, finally leading up to the WMD event. During the event special edition milk was shared via the largest ever Yum Seng of Milk .

Result
The campaign reached 76% of the target audience. 3,200 people turned up to simultaneously drink milk and made it to the Malaysian Book of records. Dutch Lady’s Top-of-mind increased by a record 7% and weekly purchase frequency DOUBLED and sales grew by 14%, cementing Dutch Lady’s position as the leader.