Malaysian Media Awards Winners Showcase

2011 | |

How Fitnesse became the Big Winner with the Biggest Loser Asia?

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Fitnesse
Creative Agency: McCann Erickson
Credits: Lim Suk Yee (Senior Executive), Loo Pei Yee (Executive), Audrey Low (Associate Director, Client Leadership), Allison Chin (Trading Director), Nicole Leong (Senior Executive), Amrita Randhawa (Partner, Client Leadership), Nestle Products Sdn Bhd, Cereal Partner Worldwide

With weight-loss promises a dime a dozen, it’s tough for companies claiming weight-loss benefits. Impatient consumers also don’t stay loyal to products when they don’t quickly achieve the desired results. We’re challenged to credibly communicate and demonstrate Fitnesse’s weight-loss performance when a consumer stays loyal to Fitnesse for 14 days.

To showcase Fitnesse’s long-term benefits, we partnered with “The Biggest Loser Asia” (TBLA), a hit reality show that helps real people achieve permanent, healthy weight loss in a competitive environment. Not satisfied with just a plain sponsorship, we worked with Diva Universal to continuously incorporate in-show product placements and usage that demonstrate Fitnesse’s integral role to help contestants lose weight. We even got trainer endorsements! TV vignettes focusing on Fitnesse’s key benefits supplemented overall communication.

Heavy TV promos were aired to build anticipation for TBLA. When TBLA was aired, we launched branded TV vignettes and Fitnesse TVCs, educating audiences on its wholegrain benefits. Fitnesse’s product was seamlessly integrated right throughout the show. When viewership peaked during the season’s second half, we integrated critical endorsements from trainers and contestants. Through clever negotiations with DIVA, we leveraged TBLA hype on Fitnesse in-store and on-pack materials, making it seem like TBLA endorses Fitnesse!

As one of Diva’s top rated shows, TBLA reached 1.2 million females, achieving 5 times ROI in benefits for Fitnesse. By December, Fitnesse achieved its highest market share of 34% (Nielsen Retail Audit), hitting annual sales target by November for the first time, with stock orders needed for December’s demand.