Malaysian Media Awards Winners Showcase

Challenge
Dutch Lady, Malaysia’s leading Milk brand faced the challenge of increasing milk consumption in the country. At an average of 1.3 glasses per week, Malaysian milk consumption was lowest in the region. Neither Malaysians consider Milk to be an adult drink, nor are they fond of the taste.

Solution
We had to engage & reacquaint consumers with milk and its benefits. The entire country was anticipating General Elections, giving us a perfect platform. Social- age consumers love working with brands and developing something new. As taste was the biggest barrier, we worked together finding Dutch Lady’s new taste. We decided to hold elections in Malaysia, but with a difference. Dutch Lady held the MILK ELECTIONS, and for the first time launched a fully crowd-sourced flavor.

Execution
The inaugural “Milk Elections” was contested between “Red-Bean”, “Moo-Melon”, “Caramel- Toffee” & “Sweet-Corn”. The canvassing began with the videos of our super cute mascots asking for votes, massive rallies were held across the nation which went viral instantaneously. Even celebrities turned up to support their favorite flavor on social media and rallied their fans to vote in facebook. People got to sample the flavors across the country & cast ballot to crowd-source their favorite milk flavor.

Results
232,000 ballots were cast, and Sweet Corn won the elections with a big fight from others. 1.17million sampled the 4-flavors, generating 3.5million social-media conversations. 7.1 million witnessed the campaign increasing per-capita milk consumption by 2.7%. “Sweet Corn” was sold off within weeks of launch, increasing Dutch-Lady’s market share by 6%.