Malaysian Media Awards Winners Showcase

The Challenge
Cholesterol is the biggest health issue among Malay. Older people has higher risk of having cholesterol problem but they ignore it. This can eventually lead to serious heart concerns. We need a platform for NestleOmegaPlus (NOP) to bring them out in open and think about cholesterol.

The Solution – Insight & Idea
“KILAUAN EMAS” (KE), Malaysia’s most popular reality show put older Malay folks up for competition and made them undergo continuous trainings and rehearsals to prepare them for the win. It is a test of endurance for them so we put NOP product up for a test of efficacy along with them. We contextually placed NOP in the show, tastefully integrated bespoke content and leveraged on multiple media assets to challenge Malay to that wake up call.

The Execution
We gave multiple shocks and surprises to the contestants and viewers! We firstly SHOOK the nation with the first time ever blood test live on TV. 11 out of 13 contestants were diagnosed with high bad cholesterol and this was alarming even to contestants themselves. We then SHOCKED them by putting the contestants through NOP 30-day program on TV. The program was devised to cultivate healthy diet and lifestyle coupled with NOP consumption. We finally SURPRISED them that NOP actually works! Contestants reduced their cholesterol to a healthy level and this was the best prove of efficacy. The entire journey was captured across platforms (TV, Digital & Print).

The Results
Total -17% reduction in bad cholesterol among KE contestants and this resulting in 7.3 million Malay aware about cholesterol issue thanks to NOP. 86% of Malay seen NOP through KE have purchase intent. Brand imagery in lowering cholesterol improved to 76%. Within 4 months, NOP sales hit +20% growth and market share jumped from 24% to 29%. 6% more consumers have tried NOP. Brand loyalty strengthened from 7% to 12%.