Malaysian Media Awards Winners Showcase

2018 | |

TENA’s Unlikely Social Influencers – Rebel Riders with a Cause

Advertiser: Vinda Marketing (M) Sdn Bhd
Brand: TENA
Creative Agency: -
Credits: -

The Challenges
TENA, an adult pants, diaper and pad brand, deals with issue of incontinence. Not a cool topic by any means, right? More than 1.4 mn Malaysians suffer from it, yet it’s a topic no one wants to openly talk about. TENA was faced with a challenge to build its brand as an empowering solution, when it was something people didn’t fancy talking about in the first place.

Insight, Strategy and the Idea
Media Agency recommended addressing the ‘not cool’ issue head on by using something which is the epitome of ‘cool’. If the vehicle was cool, people would take notice of the cause. While people ignore incontinence issues, they always notice Harley Davidson riders, who are an embodiment of cool for all ages. Media Agency recommended launching an ‘Empowering Tour’ with Harley Davidson Owners Club as the influencers, to drive education and awareness about the ‘not so cool’ yet pertinent issue.

Media Execution
TENA Empowering Tour set off in May 2017 with 16 Harley Davidson riders touring over 1700km across Klang Valley, Johor, Kuantan, Kota Bahru and Penang, to show Malaysians that incontinence is not something to be ashamed of. The riders also got the public to pledge in support of the cause, while TENA made donation to the old folks’ home. The riders’ group president, TJ, shared his story where TENA Pants is the enabler so that he can continue his love for riding in ‘The Silent Buddy’ video series which was deployed strategically across digital video and social platforms extensively.

Results and Effectiveness
The campaign reached 1mn+ Malaysians, with 100k+ social interactions, 2mn+ views, 800k+ shares and likes. TENA Pants sales grew by 42.4% YOY, 3.9X faster than the market.