Malaysian Media Awards Winners Showcase
2013 | Gold | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: F&N Interflavine Pte Ltd Brand: F&N Fun Flavours Creative Agency: Bates Malaysia Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manage - SD, Juice&Water), Stephanie Wong Wai Yee (Brand Manager - Juice&Water), Vanessa Lim Su Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Accountant Manager)
Challenge
CSDs are struggling to stay relevant. In its 129th year, F&N is perceived as old whilst the typical ‘fun’ imagery is becoming irrelevant to youth. Youth besieged with choices, are constantly searching for new experiences including the way they consume media. More challenging, is achieving repeated engagement with them.
Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It has become their personal source of happiness – he does his purchases online, he checks his friends’ updates on Facebook, while he beats his friends’ scores on Candy Crush. Milking this relationship, media agency recommended a mobile app where all F&N media touchpoints triggered an explosion of addictive, sporty fun bubbles across their mobile devices to be blasted away.
Execution
A first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which used image recognition technology to interact with F&N images across all media touchpoints like TV, Youtube, Facebook, websites, Ambient, OOH and even POSM. Embedded with a hook that urged them to point their mobiles to release an explosion of bubbles on the screen. Youth had fun blasting the bubbles away and immediately shared their scores, challenging their friends on Facebook.
Results
In 6 weeks, campaign reached 92% youth. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (+126%). The video was viewed 5.78m times generating huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.
