Malaysian Media Awards Winners Showcase





2011 | |

Love (almost) Don’t Cost Anything

Advertiser: Wipro Unza (M) Sdn Bhd
Brand: Sumber Ayu
Creative Agency: Ignite Sdn Bhd
Credits: Yee Wing Tak (Sr. Account Manager), Jessie Lian (Media Manager), Jenny Loh (General Manager, Ignite Sdn Bhd)

challenge
SumberAyu needed to stand out and be more intimate on an emotive platform, away from the common clinical platform. A focused education campaign in a form of never-used-before media was needed to change the current inappropriate use of soap and water. TV campaigns raised awareness but not the emotional need.

solution
The average Malay woman marries younger, hence, the increase desire to fantasize about how to ignite and keep the romance flame going. They consume plenty of romance stories and one such untapped media was Malay romance novels, selling an estimated 550k copies per year. We explored ways to turn these novels into a media to carry our brand message of ‘Romancing your man’ and strengthen brand association of romance satisfaction.

execution
We launched our 1st in Malaysia, co-titled Malay romance novels with SumberAyu and our brand tagline ‘Merapatkan Keintiman’ with a leading novel publishing house and 3 of their most prolific writers. A branded educational page at the end of the novel strengthened association. A bookmark was placed in between the pages signifying ‘tightening’ functional benefit of the product, enhancing long term association. We printed 15,000 copies and each novel was sold off within a month.

results
Compared to the previous year, the addition of Romance novels managed to garner sales improvement of 20%, ahead of the category growth at 4.6%. The novels also gained mentions in female magazines and bloggers’ review. Earned media valued at RM100,000, ROI at 8.4x. Future re-prints virtually guarantees brand longevity.