Malaysian Media Awards Winners Showcase





2015 | |

Dugro Star Brings Out The Talent in You Child

Advertiser: Danone Dumex (M) Sdn Bhd
Brand: Dumex Dugro
Creative Agency: OMD (M) Sdn Bhd
Credits: -

The Challenge
Following a precautionary product recall, Dugro saw a drop in top-of-mind recall, market share and quality of perception. To reverse the decline we had to win back trust and reaffirm Dugro’s status as a popular brand. Dugro decided to use emotional ground to reconnect with both mothers and their children.

The Solution – Insight & Idea
Our research revealed that mothers are inherently proud of their children, but tend to underestimate their abilities and talents. Hence every time their child does something extraordinary, they are both surprised and delighted. Fueled by the brand’s promise of well- rounded development and its proposition of ‘So Much More’, we gave parents the chance to see ‘how much more’ their children could really be! Activation allows people to experience a brand differently. Dugro’s brand behavior being big, inspirational and enabling, led us to this big idea: DugroStar – A Nationwide Performing Arts Contest for Children The competition invited parents to showcase their child’s talents in singing, dancing and music either as a soloist or in a group, to take home fantastic prizes.

The Execution
Emotion plays a powerful and effective role on TV, inspiring and encouraging participation. TV offers 70% viewership, providing mass reach and immediate coverage. DugroStar campaign documented the journey of a star-in-the-making through 3x 15-sec commercials. Amidst high share-of-voice/spend by competition, we ensured prominence by running a 15-week campaign. Research showed continuous presence maintains brand- linked memories better than pulsed or flighted, avoiding off- air periods and thereby reducing decay. With two-thirds of our audience being stay-at-home moms, fringe-time buy was adopted to drive awareness of DugroStar.

The Results
The campaign was success:
1) 1.9 million mothers/82% of the total target audience reached
2) Over 6,800 registrations and performance videos
3) Reversed Dugro’s decline by stabilising its market share
4) Improved the Top-of- Mind scores for Dugro by 11%.