Malaysian Media Awards Winners Showcase

The Challenges
NutriBoost is a new product concept (a drink of milk and fruit juice) which faced difficulties as the Malaysian market does not associate the combination with great taste. The task was to help Malaysians believe that NutriBoost is a delicious drink and is good for them too.

Insight, Strategy and the Idea
While Young Urban Professionals are concerned about their health, they want to fully live out their 20s and not compromise on their indulgences. They are then caught in limbo between two wants: choosing healthy snacks versus choosing tasty snacks. Enter NutriBoost a surprisingly delicious snack that addresses both the wants of these young adults, where taste does not need to be compromised when it comes to nutrition. We turned that surprising discovery of delicious taste into a memorable “device”: “WuuDapDap”, the sound you make when you consume the product (short for wuu = woohoo!, dap = sedap (delicious), dap = sedap (delicious)), and leverage on relatable KOLs to demonstrate NutriBoost’s tasty WuuDapDap (woo sedap sedap) experience to drive recall, timed when these Young Urban Professionals are craving a snack in between meals.

Media Execution
NutriBoost tackled the biggest barrier faced with the Malaysian Young Urban Professionals: TASTE. The surprisingly delicious taste of milk and fruit juice would give consumers that WuuDapDap experience and encouraged them to engage with our advertisements to taste the surprise with a free bottle of NutriBoost. We covered TIMING: our WuuDapDap jingle hit our audience online where they spend most of their time on (Facebook, Instagram, YouTube, OLV networks, Joox, & Spotify) with relatable KeyOpinionLeaders drinking and singing the WuuDapDap jingle on social platforms while the audience was on the go between meals and craving a snack. And covered LOCATION: WuuDapDap was brought to life in relevant physical cinema & instore spaces where consumers could immediately purchase NutriBoost (MBO, 7Eleven, & MyNews) with WuuDapDap playing on cinema screens and whenever 7Eleven chiller doors were opened. Even while intransit inside Grab cars or at LRT stations, passengers were reminded of the WuuDapDap message with incar tablets or sampling booths at stations. And finally, we covered ENGAGEMENT: by tying all touchpoints back together onto Shazam, an audio fingerprinting app that allows you to match tagged audios to the right song in a database of over 11 million songs, by encouraging consumers to Shazam the WuuDapDap jingle (which was airing on almost every platform) and redeem their free bottle of NutriBoost to taste the surprise, completing the whole surroundsound storytelling to our target audience.

Results and Effectiveness
1) We saw a overwhelming response from the Shazam initiative 83% of people who Shazamed our jingle registrered (Register for Free Sample of NutiBoost) within the same day 2) Google BLS measured a 50% increase in brand awareness 3) Awareness metrics increased: Aided Awarenss: +11 Total Brand Awarenss: +11 4) Great Tasting metric increased +60 5) Healthy Beverage Option metric increased +54 6) Is Nutritious metric increased +50 7) Most importantly 86% of our trialists became NutriBoost drinkers (repeat purchasers)