Advertiser: Permanis Sandilands Sdn Bhd Brand: Tropicana Creative Agency: - Credits: Carat — Allen Phang (Senior Planner), Carmen Wong (General Manager)
TropicanaTwister’s main challenge is that juice consumption is seasonal, peaking at festive months. Their challenge was to amplify the Raya sales so that it will give better sales “long-tail” throughout the year. “Brighten Your Day” was TropicanaTwister’s proposition to build stronger connections with our core audience – Malay families.
The Solution – Insight & Idea
Insights from Millward Brown Research suggested that Tropicana is losing out on the juice consumers from 12 – 39. The category noise however is very high during Raya, with competition also trying to maximize their “share of throat”. We looked deeper into the meaning of Raya. Raya is a period to “balik kampong” for the family reunion. This is easy if family is near. But there are many families with loved ones overseas. Increasing living and travelling expenses are major hurdles for the reunion. We decided to “Brighten Your Day” for one winning family. We created “Eratkan Jalinan” on EraFM to reward this deserving family. The idea was to leverage EraFM to get listeners to nominate the person they want to bring back for Raya. 5 nominees were shortlisted. These 5 families then had to compete with each other in the studio. The family that knew their loved one best (hence Eratkan Jalinan) would be the winner. The finale was tearful especially to those who thought they came so close but could not win to get their loved one back.
Radio was the core driver for this campaign. We used radio for listeners to nominate the person they wanted to bring home. Promos and DJ mentions were on-air with entries submitted online. The 5 shortlisted families and their nominated person were then connected via live streaming from the Radio Station. DJs probed detailed questions to see how well the families knew their loved ones. It was broadcast live, a first, for this type of campaign. As everyone waited in suspense for the client to announce the winner, something amazing happened. TropicanaTwister announced that all 5 families were winners and all their loved ones would be back for Raya. Finale snippets were seeded on Facebook and YouTube by the families and DJs to celebrate the winners and their stories. Their journey home was captured in detail and shared across various social platforms. Harian Metro, NewStraitsTime, TheSun published these joyful moments. Additionally, Awani did live coverage of their reunion in KLIA and content captured was produced into vignettes shared online on Hari Raya.
Sales grew during the Raya period by 10%, more importantly uplifting the overall sales for the entire year, achieving our long-tail objectives. TV and Print coverage was over RM700K, amortizing the campaign cost. Total ROI including Radio, Social buzz and WOM was valued at RM 230k. The most valuable results however were the tears of joy and goodwill from the families and these can’t be quantified as they are priceless.