Malaysian Media Awards Winners Showcase

2013 | |

Feel the love of Milk, Moms & Masses by Dutch Lady

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady UHT
Creative Agency: Leo Burnett Malaysia
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), Chow Lee Kheng (Senior Buyer & Implementation), Rashid Rahayu (Chief Producer), Ridzwan Ibrahim (Senior Content) / 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) / Leo Burnett Malaysia — Tony Khoo (Group Account Director)

2012 summer saw several brands using the Olympics platform to engage consumers. Brands on steroid budgets were using Olympians to promote everything from smartphones, to isotonic drinks. We had to differentiate Dutch Lady’s Olympics campaign from the rest, and the challenge lay in making it more relatable, personal and impactful.

All beverage brands proclaimed themselves to be the one behind making an Olympic champion by brute power brainwashing of the public. But the truth is far from it, it is the unconditional love of a mother, mass adulation and milk, which makes a true CHAMPION. Media agency recommended to bring out the Olympian’s secret recipe through a call to authenticity, which celebrated moms, triggered mass euphoria and reminded Malaysians of the power of milk.

A multiplatform Integrated Branded Content brought alive the role of mothers and milk in the life of Olympian’s Pandalela, Azizul and Khoo & Tan via an emotional 4 part branded series on TV3. Faizal Tahir, created a stirring branded song and MV, ‘Go Malaysia Go’ as an ode to moms, triggering a Guinness world record of cheer collections from Malaysian. Culminating with DL Moms as ‘Chief Official Correspondent’ reporting their POV, live from London.

The campaign inspired 87% of target audience, GMG cheer song made it to the Top 10 Music charts and Malaysians cheered their way into Guinness Book of Records with 10,130 cheers. Repeat purchases increased 9% over last year, strengthened by 13.5% increase in the endorsement scores for Dutch Lady.