Malaysian Media Awards Winners Showcase

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Challenge
Johnson’s Milk-Bath is not only a Baby-Care product, but it has also been used by women as a beauty-care product. However, with the launch of several beauty-care products in the market, Johnson’s Milk-Bath was losing preference. Our challenge was to engage women and talk to them in their context.

Solution
In 2011 Malaysia was ranked as 3rd most unfaithful country, and with a 50% increase in divorces the institution of holy-matrimony was shaken. Malaysians are obsessed with celebrities and they look-up to them. Media Agency recommended a unique ‘Branded Content’ which featured 4 celebrity-couples. The show saw celebrity couples talking about their married life and how small moments of joy helped them come closer to each other. Celebrity-couples made the conversation more personal and intimate.

Execution
The ‘Branded Content’ explored family values and secrets of a successful marriage with 4 celebrity-couples. Sari & Eddy spoke about how their baby helped them come closer to each. Lisdawati & Fauzi highlighted how ‘Spontaneous thoughtful gestures’ can help keep the fire burning. Susan & Mustapha shared their recipe of great marriage; “romantic candle-light dinners” every now and then. Shira & Ijoy showed how being intimate and yet ‘giving space’ to your spouse builds trust.

Results
The TV series aired on prime time, produced excellent results and was seen by more than 1 million Malaysians across. Brand sales increased by 10.4% for Johnson’s Milk Bath. The show helped re-ignite the spark of romance and passion and the hope is that continues burn brighter than before.