Malaysian Media Awards Winners Showcase





2015 | |

Ambi Pur and Mothers go from Backstage to Center Stage for Raya

Advertiser: Procter & Gamble
Brand: Ambi Pur
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
Air fresheners become “nice-to-haves” especially during Ramadan and Raya as shoppers prioritize impression-makers such as clothes. Ambi Pur wanted to get back into the shopping basket as a “need” and reverse penetration decline.

The Solution – Insight & Idea
Insight: Raya Open House is the time for mothers to flaunt their skills as homemakers and impress family and visitors but they tend to spend more time behind-the-scenes instead of connecting with everyone. Strategy: So this Raya season, we pitched Ambi Pur as an impression-maker leveraging on the brand’s benefit as an effective and quick air freshener allowing moms to freshen their homes before the next round of guests arrive – JOM REFRESH! became our call! Idea: TV viewership during Ramadan peaks just before breaking fast. We partnered with a top primetime TV9 show, Jom Berbuka (Let’s Break Fast) that features Malay celebrities preparing for Ramadan and Raya.

The Execution
We created a show within a show- Serikan Keharuman Rumah Terbuka and crafted three mini stories hosted by celebrity, Sharifah Shahirah. We embedded Ambi Pur signaled by Jom Refresh! as a solution to real challenges. First Timer A newlywed couple organizing their first open house. Jom Refresh! Ambi Pur eliminates the stubborn odor restoring confidence. Mom-in-Awe A dedicated daughter impresses her in- laws. Jom Refresh! Ambi Pur extinguishes the in-laws’ doubts with a quick refreshing spray. Hope is in the Air A hopeful mom strives to give her family a great open house but they can’t buy any new items. Jom Refresh! Febreze with Ambi Pur helps refresh these items as if washed.

The Results
We reached 60% of our target (1.7 million). Jom Berbuka became the No1. magazine program on TV9 (+18% ratings vs. last year) giving us 6x ROI. Ambi Pur automatic grew by 31% vs. previous season. The TV content also gained traction on YouTube generating >400k views.