Advertiser: Energizer Malaysia Sdn Bhd Brand: Eveready Creative Agency: - Credits: MEC — Jade Chong (Associate Business Director), Julie Yew (Senior Planner), Kelvin Chan (Planner),Kim Phua (Senior Buyer); Radio Networks, Media Prima Berhad — Hot FM team
Eveready is perceived as a boring old fashion brand. TOM awareness decreased -16% in the first quarter. Eveready needed to re- invent to stay relevant with the target consumer and sustain its leadership position. How do lift up Eveready’s as a brand that is exciting and relevant to today’s consumer?
The Solution – Insight & Idea
To many people, waking up in the morning is the most dreadful time of the day. Our consumers wake up every morning with the same boring routine and very seldom they wake up to an energetic and exciting morning. Radio consumption amongst our core audience, Malays is the highest. There’s also a rising trend of DJs gaining more popularity with huge fan base for themselves. Hence we merged both the insights of dreadful morning and popularity of radio DJs to turn things around, making the morning wake up the most exciting and powerful one brightening up consumer’s entire day. We needed to find a popular & young Malay station to create excitement for our target. We wanted a station that can rejuvenate the old & boring brand perception of Eveready and HotFM is the perfect channel. Hot AM Crew DJs, AG, Fafau & FBI are also one of the hottest DJs in town. We created a morning segment called “Kejutan Pagi Eveready” (Eveready’s Morning Surprise) with Hot FM to “charge up” consumer’s dreadful morning to a brightening day and rejuvenate Eveready brand to a young, exciting and energetic brand.
Every weekday for 4 weeks in this “Kejutan Pagi Everady” segment, the DJs chose one daily lucky listener and surprised them or their nominees with a wake-up call. The DJ would personally call to their mobile number in the morning to charge up their morning. Listeners also had an opportunity to customize a message to the receiver whether it’s a reminder to important meetings or words of encouragement. We also injected messages across to the listener that “Eveready is there to charge up their morning” to reinforce brand positioning. We ran promo heavily during the campaign period to create hype and excitement and reinforce it with online support to drive traffic to the contest page on Hot FM website to register and nominate the person that they want to surprise. To ensure listeners don’t miss out the call, we repeated the daily call snippets during the evening time belt. We also leveraged on the station’s cruiser to surprise listeners on the road by giving them free torch lights and batteries.
2,808,000 listeners were exposed to this pleasant surprise call. We successfully “charged up” 20 listeners across 4 weeks. TOM awareness for Eveready against the Malay target went up by +18% in Q3. Most importantly, brand perception is slowly moving out of the boring old fashioned brand.