Malaysian Media Awards Winners Showcase





2011 | |

Targeted Marketing to Minorities

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mamee Mie Goreng Indonesia
Creative Agency: Spin Communications Sdn Bhd
Credits: Sim Beng Geok (Client Service Director), How Yuan Yi (Media Director), Mandy Liew (Senior Media Planner), Jennifer Chua (Media Buyer), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Kevin Choo (Brand Manager, Mamee Double Decker)

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Challenge
To launch Mamee Mie Goreng Indonesia (MGI), we identified Indonesians as a viable group to target. However, in Malaysia, they are not easy to reach as media channels are scarce. Furthermore, through these media channels, we need to build engagement to gain trust.

Solutions
Insights showed that Indonesians felt home sick and neglected in Malaysia. They are highly in- tune to anything Indonesian. By showing care and attention, we can win them over. Through “Authentic Indonesia” campaign, we showed sincerity, knocking on their doors to bring them MGI. And the battleground was won at the ‘kongsi’, a place where they live in communities. We got into the ‘kongsi’ with tailor-made programmes, supported by Indonesian focus media channels.

Execution
“Authentic Indonesia” campaign was sold by Deddy Mizwar, an Indonesian celebrity. Teams of Indonesian MGI promoters swept into the ‘kongsi’ to decorate the place with posters, entertained with cooking demonstrations, gave out bowls of MGI and even sold hundreds of cartons of noodles. Kongsi attack created a new distribution channel direct to the Indonesians for MGI. MGI further conquered through customized Indonesian newsletter, Indonesian Radio timebelt and high affinity TV programmes.

Result
For a new variant, the volume from MGI increased Mamee’s overall portfolio by almost 10%. That is a lot of noodles! At the ‘kongsi’ alone, 690 cartons were sold during campaign period. New distribution point was discovered for Mamee. Mamee Mie Goreng Indonesia won their hearts.