Advertiser: Mamee Double Decker Brand: Mamee Monster Creative Agency: - Credits: -
MameeMonster’s sales have been on a decline despite an average category growth of 2%. We needed to get kids to love MameeMonster once more.
Insight, Strategy and the Idea
A kid’s daily routine – Go to school, watch television, take dinner, sleep and repeat. The highlight of their day is cartoon hours at home. Kids have the attention span of a goldfish. They may love you one moment. If they don’t see you, they will quickly move on. To create a lasting friendship, we have to be with them constantly. We applied these insights to build the foundation of our strategy – To make MameeMonster their friend during moments of maximum fun at Home, at Schools, 365 days a year.
With Monstrous Fun Everyday, we took over Malaysia’s No.1 television Cartoon belt – “Bananana” on TV3 & TV9. Bananana’s well loved mascot named “BOSS” and our mascot the big blue MameeMonster interacted and entertained Kids everyday. We achieve breakthrough when the highly visible Bananana Kids belt ID was turned to an animation featuring MameeMonster playing with BOSS. We created fun fillers in between cartoon programme to constantly engage kids. The highly prized 1st commercial slot was preceded by MameeMonster’s slide breaker, reminding them to stay tuned for more MONSTROUS FUN. With the catchy jingle constantly playing in the form of branded promos, kids started singing to “CRUNCH IT, SHAKE IT, MUNCH IT” with MameeMonster and BOSS every time it aired. MameeMonster’s fun time together with kids and the Bananana School Attack Squad was featured on TV. 2,790 on air exposures delivered MONSTROUS FUN the MameeMonster way.
Results and Effectiveness
We captured the hearts of over 3 million Kids. Kids consumed over 3,000 sample packs at our school activation. Owned Social Media properties earned us 89,525 mentions. And for the first time in 3 years, sales grew by 25%.