Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Out of Home Media
Advertiser: F&N Interflavine Pte. Ltd. Brand: F&N Fun Flavours Creative Agency: Bates Malaysia Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Marry Tai (Media Manager), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manager - CSD, Juice Water), Stephanie Wong Wai Yee (Brand Manager - Juice&Water), Vanessa Lim Su Pin (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Account Manager) / Mitosis Sdn. Bhd. — Benjamin Fong (CEO)
Challenge
Targeting youth means forever evolving and employing the latest gimmickry. What was cool yesterday is old-fashioned today. To encourage F&N’s proposition of ‘Spread Cheer’, our campaign had to be larger than life, coupled with serious cool factor plus street cred, as simple e-messages and greetings had lost its appeal.
Solution
Youth are expressive.They are no shrinking violets when it comes to sharing their feelings, what they have just eaten, the movie they just watched, wishes to friends and families. They do not want to just watch media – they want to BE the media. Instead of using celebrities, we allowed them to become our endorsers by giving them a canvas to share their expressions, seen by everyone and populated real-time on an outdoor billboard.
Execution
Location was paramount. Hence we specially erected a giant LED screen in the popular Curve Mall which is buzzing with youth. All they needed to do was to click a picture or send a message with an F&N can in it and voila it appeared on the screen for everyone to see and enjoy them. They got the attention and we got the much needed endorsements to spread the F&N cheer, by crowd-sourcing.
Results
Via our crowd-sourced billboard that constantly changed messages, 94% of target was reached. Compared to the same period last year, Spontaneous Brand Awareness increased 6.7% whilst “Friends Likability” scores increased 12%. We gained 5,589 endorsers and generated Earned media worth RM1.98million. In a stagnating category, sales increased 3% post campaign.
