Malaysian Media Awards Winners Showcase
2013 | Silver | Best Use of Point of Sale
Advertiser: Dutch Lady Milk Industries Brand: Dutch Lady Pasteurised Milk Creative Agency: Universal McCann Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Ho Hui Hui (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager)
Challenge
Malaysians consume an average of 1.4 glasses of milk weekly, with low consumption levels, and increasing competition from the likes of cultured milk, yogurt, soft drinks and fruit juice. With the general perception of milk being boring the challenge was in getting into shoppers’ cart in any way possible.
Solution
Media agency recommended shifting the battle out of cluttered dairy aisle, to the ‘waiting zone’ at Hypermarkets. With an average 12 minutes waiting time on weekends, at checkout counters, where they are checking off the checklist in their minds. ‘Happy Hours’ trigger positive associations towards special bargains. Media agency recommended launching ‘Dutch Lady Milk Happy Hours’ where shoppers are entertained and tempted to buy milk at a bargain right before checking out.
Execution
Partnering with Mydin during shopping hours every weekend, we conducted ‘Happy Hours’ near the checkout counter. First a giant sandwich man surprised waiting shoppers, followed by a man with loudspeaker announcing the ‘Happy Hour’ in his funny pitch, finally a man carrying an icebox containing DL pasteurised milk, came to close the deal. Shoppers who bought DL products during the Happy hour won prizes, either in form of DL premiums or Mydin vouchers.
Results
With a miniscule paid media, Dutch Lady Happy Hour successfully converted ‘wait zone’ to ‘fun zone’ for more than 1.065 Million shoppers. In a short span of a month, brand shares rose by an impressive 0.94 points! 1 month sales value increased by a whopping 7.7%.
