Advertiser: Mamee Double Decker Brand: Perfecto Popcorn Creative Agency: - Credits: -
PerfectoPopcorn is a new brand in the snacks category. With low share of mind and budget, we need to find a low budget but big impact solution.
Insight, Strategy and the Idea
Amongst the Malays and especially the Youth segment that we were after, we know for a fact that celebrities can give brands instant attention and awareness. When there is an opportunity to interact with the celebrities, the brand association is amplified and likeability of the brand goes up immediately. But most celebrity endorsements cost a lot of money. So when we found out that Sony Music & BestFM were collaborating a tour, we negotiated and literally ‘hijacked’ the tour for only RM89,000. Together, we went on #Perfecto Bersama Sony Music tour with 17 Malaysian artist.
From Klang Valley to down South Johor, the whole crew, artists and the PerfectoPopcorn team travelled in a specially designed fully wrapped bus with PerfectoPopcorn branding. Throughout the whole journey, we had PerfectoPopcorn on free flow. Artists captured and shared on social, the hilarious antics and fun they were having with PerfectoPopcorn. Everyone was trying to outdo the other with what they can do with a PerfectoPopcorn. The return on our small investment was seen immediately by large numbers. Each single posting reached 1.9million followers on Facebook, 769,000 followers on Twitter & 1.1million on Instagram. Cumulatively, they posted 835 times with the hashtag #PerfectoBersamaSonyMusic. As icing on the cake, PerfectoPopcorn hosted an online contest for fans to get up close and personal with the artists. 20 lucky winners met their idols had a perfecto time!
Results and Effectiveness
Budget was only RM89,000 for access to 17 artists and millions of their fans. Sales by Volume increased by 25% on the month post campaign. The meet and greet session was even aired on TV3’s Melodi to an audience of 844,000.