Malaysian Media Awards Winners Showcase

2016 | |

Pausing the (Jurassic) World with La Cremeria

Advertiser: Nestle Products Sdn Bhd
Brand: La Cremeria
Creative Agency: -
Credits: -

The Challenge
Long-standing brands Like Wall’s Magnum and HaagenDaaz have dominated the premium ice-cream market. Nestle’s new LaCremeria sticks need to challenge these big guns and position itself as a premium ice-cream to win the hearts of urban working women.

Insight, Strategy and the Idea
Urban working women are busy and stressed at work. Having “me time” or “a pause from work” is a premium luxury they enjoy. From this insight, “The World Can Wait” propositions was designed to convey to the TA that they deserve their “me time” and “pause” with the luxurious indulgence of LaCremeria, We needed an environment to deliver ‘the world can wait’ message. What could have been better than cinema which commands a captive and engaged audience within 4 walls! Our idea was to create disruption and get the buzz going for the launch. We decided to pause a movie to bring ‘the world can wait’ alive and give the viewers that pause to enjoy La Cremeria.

Media Execution
This was the first in market innovation to launch LaCremeria’s “The World Can Wait” proposition in a premium style that appeals to upmarket audience. We selected the most anticipated movie of the month (June-Jurassic World) in order to make this innovation more impactful and disruptive. This was executed on premier day of ‘Jurassic World’ at GSC cinemas as we paused the movie after a few minutes with the message, “Jurassic World Can Wait”, while they indulge themselves with LaCremeria sticks. A 4-week cinema screening and sampling activation at 10 cinemas with the highest footfall supported consequent product trial.

Results and Effectiveness
1.Media launch was covered by major newspapers & news/fashion/lifestyle websites creating Buzz worth over RM 1 Mil

2.LaCremeria Sticks achieved 82% awareness against 70% target 3.Brand trial remained at high 62% during launch campaign 4.55% of users did repeat purchase making it a successful product launch