Malaysian Media Awards Winners Showcase





2016 | |

MOUNTAIN DEW NEONISES MALAYSIA TO A RECORD ALL TIME HIGH IN SALES!

Advertiser: Permanis Sandilands
Brand: Mountain Dew
Creative Agency: -
Credits: -

The Challenge
Having been in the market for 5 years, brand awareness was low compared to competitors, such as Sprite, Kickapoo, 7Up. In fact brand awareness has been on a declining trend similar to their sales trend. Modern Malaysians have become health conscious, consuming soft drinks only during special festivities. The effect of competition and lower consumption resulted in a 6% dip in growth. MountainDew was in need of rejuvenation to increase awareness, trial, and conversion. We needed a drastically different approach for fast results before hype fizzes out for the brand

Insight, Strategy and the Idea
‘Different’, came in the way we innovated media for consumers to sit up and take notice. Opportunity presented itself in the new Neon Bottle, an eye catching fluorescent shade of green. This gave us the platform to carry out a campaign that incorporated the neon or “glow in the dark” concept. The idea – illuminate life by shining light on the mundane and ordinary.

Media Execution
How can OOH be interesting and engaging? By letting people choose actual locations for the ‘neon’ treatment. With radio’s help, we generated instant talkability from a massive OOH execution. This is what we did:
• Stage 1 – Created intrigue by ‘Buildings’ asking Mountain Dew to ‘neonise’ them.
• Stage 2 – Giving power to the people in voting for buildings to be ‘neonised’.
• Stage 3 – 5 selected iconic buildings nationwide (KualaLumpur, Malacca, Penang, AlorSetar and JohorBahru) were turned NEON for a night. Additionally, GLOWING NEON bottles featured on billboards along Federal Highway and Jalan Imbi.

Results and Effectiveness
MountainDew undeniably turned Malaysia Neon! The neon structures were photographed and shared all over social media, with coverage close to RM500,000 for only a week’s effort. MountainDew’s sales increased 122% recorded its highest sales since its launch 5 years ago. More importantly, brand awareness improved tremendously: up 11.25% to be back to 89%.