Malaysian Media Awards Winners Showcase





2012 | |

Vono Gives You Sun And Soup!

Advertiser: Ajinomoto (Malaysia) Sdn Bhd3
Brand: VONO Instant Soup
Creative Agency: -
Credits: -

Challenge
Instant soup from a packet just isn’t part of Malaysian “makan” culture, and our conventional ATL has only limited success. Our targeted customers just isn’t bothered to buy and try to see if they will actually like it even though it is actually nutritious and taste quite good!

Solution
The daily newspaper is a very valuable part of a person’s life every day. To say the least, it is sacred to their mornings. Knowing this, we sought to use the newspaper to creatively deliver their sacred morning need, and directly signifying that VONO Instant Soup is delivering a great product to them first thing in the morning.

Execution
We worked with The Sun, to expand on their much used Jacket Wrap, and literally pushed the envelope on that by creating an oversized Envelope that is big enough to hold the daily, as well as packet of VONO Instant Soup. The envelope is branded with VONO messaging, extolling the goodness of VONO Instant Soup and persuading the customers to try it via this special delivery directly to them.

Results
The Sun readers loved it! The newspapers ran out much faster than usual, with many more requests to The Sun and our clients to re-run this campaign. Client also reported that ales had improved after this campaign as new users are being recruited.