Malaysian Media Awards Winners Showcase





2016 | |

From Frowns to Smiles to a 41% market share

Advertiser: Mamee Double Decker
Brand: Mister Potato
Creative Agency:
Credits:

The Challenge
Snack category advertisers are always competing on price and promotions. How can MisterPotato, the leader in potato snacks create a real differentiation?

Insight, Strategy and the Idea
Negativity surrounded all of us from GST to political turmoil. As the Consumer Confidence Index dropped below 100 points, no wonder we frowned more and laughed less. As the leader of snack foods and a proud Malaysian brand, we want to do our part and bring laughter back. To our Malay customers, slapstick comedy offers momentary reprieve from the realities surrounding us. We put MisterPotato at the center of slapstick comedy to standout; make it consistent and big to truly own it. With our entire A&P budget, we conceptualized “Lawak bersama MISTERPOTATO”, powered by comedians to create fully customized Laugh Out Loud content.

Media Execution
For 2 months, we put LOL content on radio with more than 780 spots. The content was crafted by top local comedians as we tasked the services of ZERO (a winner of Maharaja Lawak Mega 2014) and highly popular DJs cum comedians – Hanif and Ray from Era.fm to bring back smiles. With Hanif and Ray, we took over the popular “Fon Rawak” segment and made prank callers with MisterPotato. Exclusive interviews were also conducted to promote the Lawak Tour. On ground, MisterPotato’s Lawak Tour together with our comedians and Skuad Era surprised our customers at popular Malay eateries. They entertained and got our customers involved in their comedy pieces. Everyone had a very good laugh, spirits were lifted, smiles returned.

Results and Effectiveness
Facebook reach increased 21,678% and total engagement increased 11,235%. LOL videos garnered over 400,000 views and 26,000 engagements on Digital earning more than RM259,000 worth of Earned media. With bellies full of laughter, MisterPotato’s market share skyrocketed to 41% (4% above their target of 37%). Average monthly sales increased to RM9mil, 108% above target.