Malaysian Media Awards Winners Showcase

The Challenge
Mamak restaurants are hugely popular among Ribena’s target audience, young adults. This makes them a key distribution channel for Ribena’s new ready-to-drink variant. However, these outlets offer many options. Mamak patrons are also impulse driven with a tendency to buy what they see. How can Ribena stand out and be the brand of choice for mamak patrons?

Insight, Strategy and the Idea
Mamak restaurants are a cluttered point of sale, so we needed an outstanding solution that has never been done before to truly stand out. We observed how waiters interacted with mamak patrons and noticed that they write down orders on a scrap piece of paper at the table. Customers later bring this scrap paper to the cashier to make payment. Recognizing this untapped opportunity, we strategized to transform this scrap paper into a media touch point for our brand and create a permanent impulse trigger solely for Ribena.

Media Execution
We created plastic cards similar to the size of credit cards, which could record orders and payments just as the scrap paper did. The information was electronically recorded via the magnetic strip. We branded the card and included a strong call-to-action to try the new Ribena. Mamak patrons were exposed to Ribena’s sole branding and messaging during their entire stay – from the moment they order to when they pay – prolonging the visual cue to order Ribena on impulse.

Results and Effectiveness
Value share in these outlets doubled at the end of our campaign period vs. 3 months prior to campaign launch. Mamak Cards are now officially a paid medium in 26 mamak outlets, thanks to Ribena who ingeniously created a brand new way to reach consumers at POS by turning scrap paper into a golden opportunity.