Malaysian Media Awards Winners Showcase





2015 | |

NESTLE Corporate More Value, More Goodness, More News

Advertiser: NESTLE
Brand: NESTLE Corporate
Creative Agency: -
Credits: -

The Challenge
2014 was a financially challenging time for Malaysians. Rumors of an economic
crisis echoed through the grapevine. People were afraid to spend and Nestle’s
sales was forecasted to a downturn. The challenge: build consumers trust in
NESTLE to strengthen brand health and affinity.

Insight, Strategy and the Idea
For the launch, we identified newspaper to be the key medium as many Malaysians reach
out to the newspaper for their daily dose of news. We got ourselves thinking: How can we deliver stand out and generate talkability without falling back to conventional buys? How can we also incorporate the ‘Lebih Nilai Lebih Kebaikan’ (More Value, More Goodness) communication in a newsy environment? The objective is to deliver real and relevant news that will thug at the consumers’ heartstrings hence we worked with the high reach medium experts – The editors, to create Malaysia’s first ever double wrap jacket! In this way, consumers get more with the same money they spend buying newspapers!

Media Execution
We created the first ever double wrap jacket in Harian Metro and the Star. For one day
only, the respective pages have been deliberately increased to 8 pages to cleverly
demonstrate the ‘More Value’ proposition without looking too hardsell. Together with the editors, we customized the entire additional pages with the following executions without losing the NESTLE essence: A catchy headline: ‘More News, More Value’ at the front page headlines Tailored-made editorials: We partnered with the editorial experts and crafted thematic stories tips in the form of infographics for families who are financially prudent in an economically worrisome time.

Results and Effectiveness
Our breakthrough newspaper buy reached 72% Malaysians. (Source: Clear
Decisions)

Within a short period of 1 month, sales have increased by 9%.

We managed to uplift our brand image of ‘Good Value for Money’ YOY. (Source:
Millward Brown)