Malaysian Media Awards Winners Showcase





2012 | |

SEA’s Largest Cholesterol Check Delivers Large Sales

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Omega Plus
Creative Agency: -
Credits: -

Challenge
1 in 3 Malaysians have high cholesterol but aren’t aware of it. Thus, they don’t see a need to consume Nestle Omega Plus (NOP), a cholesterol lowering product. As a result, NOP sales were stagnant. We needed to make Malaysians realize their cholesterol problem and choose NOP as the solution.

Solution
Consumers would be convinced to make a purchase if we show them the crucial “heart facts”. To do this, we turned our POS into engaging cholesterol-check booths and moved them up the shopping journey i.e. before they enter the hypermarkets. This highly customized POS identified individuals with cholesterol problems thus allowing us to offer them NOP as THE solution to lower cholesterol.

Execution
Cholesterol-check stations, equipped with the latest gadgets to produce instantaneous cholesterol results, were set up at 320 of the busiest grocery stores in Malaysia. Health professionals, nutritionists and product experts performed the check-ups, answered questions, provided credible advice and ultimately offered NOP as a solution. NOP was sampled and sold on-location to close the deal. A database of people with high cholesterol was created for future engagement and follow-ups.

Results
Over 50,000 Malaysians checked their cholesterol numbers – largest ever witnessed in South East Asia. Over 80% of them purchased NOP and this translated to a 44% sales uplift. Brand consideration rose from 19% to 42% (Millward Brown), while market share hit the highest record ever at 35% (Nielsen).