Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use Of Sponsorship
Advertiser: Dutch Lady Milk Industries Brand: Dutch Lady School Milk Creative Agency: Leo Burnett Malaysia Credits: Universal McCann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Quah Ye Vian (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager) / Leo Burnett Malaysia — Tony Khoo (Group Account Director) / Star Publications (M) Bhd — Sara Chacko (Section Manager, Advertisement Sales)
Challenge
Dutch Lady’s ‘School’ milk variant was showing plateauing in adoption amongst Malaysian school kids. Schools were an important entry point for beverages, and helped in habit formation. With steep competition from Milo, we had to find a unique way to interact and connect with kids, and drive up brand love.
Solution
A child’s imagination is unparalleled, they conjure shapes and designs in clouds, and invariably their wall is a canvas for their masterpieces. If we can become a part of their imagination then you are their lifelong friends, a partner they trust and embrace. To get ‘School’ milk there, media agency recommended to sponsor The Star media group event and bring alive the largest celebration of kids imagination in the country, an event par excellence.
Execution
Across 4 weeks and 4 cities, this event attracted kids from schools across the country and we gave them minimalist outline templates with the School pack embedded and challenged kids to fill it up with colors of their imagination, no holds barred. They transformed empty canvases into awe inspiring masterpieces. They embraced Dutch Lady within the depths of their imagination with thousands of interpretations and perspectives, giving shades to the school milk pack beyond imagination.
Results
With 330,000 readership and 640 schools, 160,000 students participated in the festival. A record 11,996 mothers and kids joined, Creating a staggering number of 5,998 mind blowing masterpieces! P1W Consumption increased by 7% in the first 3 months of campaign, indicating a spike in brand love amongst school going kids.
