Advertiser: Yeo Hiap Seng (Malaysia) Bhd Brand: Yeo’s Asian Drink Creative Agency: – Credits: MEC — Jade Chong (Associate Business Director), Julie Yew (Senior Planner), Ann Tak (Senior Buyer), ntv 7, Media Prima
Yeo’s, the leading Ready-to-Drink (RTD) Asian Drink, needed to reinforce its brand preference and drive incremental sales during the most critical Chinese New Year (CNY) period, amidst a very competitive and promotional driven market environment.
During CNY, it is customary for Chinese to serve the best to visiting relatives and guests, as a reflection of respect, prosperity and achievement. Leveraging on this insight, we positioned Yeo’s as THE preferred drink during CNY, the very best you can serve to your family and guests. We needed a platform to showcase Yeo’s desirability and popularity during CNY gathering and activities. This resulted in the sponsorship of “Happy Family”, a telemovie in NTV7.
The value of the sponsorship started during which CNY shopping was at its peak, and encompassed Yeo’s branded program promo, media publicity using celebrity pull and unique point-of-sales presence at retail which enabled Yeo’s to stand out amidst the clutter. “Happy Family” was aired on the first day of CNY. Product integration was seamlessly blended in relevant scenes where people could easily resonate with, e.g. during reunion dinner and as gifts during house visit.
“Happy Family” was the No.1 program during CNY, capturing 42% of viewing share with a media ROI of 3.2x. Sales turnover was up by +4%, despite the premium pricing against competitors. We also negotiated additional scene for Yeo’s sister brand, CINTAN instant noodle, as the ideal late night snack.