Malaysian Media Awards Winners Showcase
2013 | Silver | Best Use of Newspapers / Magazines
Advertiser: Dutch Lady Milk Industries Brand: Friso Creative Agency: JWT Malaysia 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), Lim Jia Hui (Senior Media Planner), Stephanie Chin (Director of Operations), Chow Lee Kheng (Senior Buyer & Implmentation), Anja Henze (Marketing Director) / Dutch Lady Milk Industries — Van Tran (Marketing Manager), Christy Yong (Senior Brand Manager), Desiree Cheng (Brand Manager) / JWT Malaysia — Nicole Tan (Managing Director) / NSTP — Santharuban Thurai Sundaram (Senior Brand Manager), Lina Lim (Key Account Manager)
Challenge
Friso had limited shares in IFT segment. It needed to win first time moms against the cacophany of pharma brands. To stand out, Friso had organized unique events nationwide called “Growing up together days”(GUT) to break through clutter, we had to get moms excited and attend the event.
Solution
Friso believes that experience is child’s best teacher; it’s about a child’s curiosity and the surprising discoveries that come with it. When the child shares these discoveries with her mom, the gleeful camaraderie that ensues is a priceless moment which will touch the heart of any mom. Media agency recommended to surprise moms while they are in their normal routine with an enactment of such a situation right when she least expects it.
Execution
Partnering with target relevant newspaper, NST, to introduce a first in Malaysia, the Talking Newspaper! A light activated device within our print ad, emitted a contagious laughter of a child, much to the surprise of the mom going about her normal news reading session. The child continues telling her mother about her discovery resulting in an addictive cheerful camaraderie between them. Readers are then invited to attend GUT event to create their own experiences!
Results
The buzz was unprecedented becoming the talk of town, reaching 84% of Target Moms. 12,298 mothers & children attended the GUT event. Brand shares increased by 32%, Friso’s purchase consideration increased by whopping 75% QoQ. Sales increased by 21%. The media ROI for integrated Press buy was an unprecedented 10.51x.
