Malaysian Media Awards Winners Showcase





2013 | |

F&N’s ‘Game’ Changing Point of Sale

Advertiser: F&N Interflavine Pte. Ltd.
Brand: F&F Fun Flavours
Creative Agency: Bates Malaysia
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / 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 Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Account Manager

Challenge
Research indicates that 85% of youth are physically present during Household shopping trips. Yet only 23% shop for beverages themselves. Grocery shopping is boring, they are reluctant tag-alongs. Add to it the in-store communication only targeted housewives! F&N needed to get their core TG’s attention in supermarkets, to prevent dropouts. 

Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It is their personal source of happiness and fun. We see them glued to their mobiles even at supermarket aisles! Milking this relationship, media agency recommended to bring augmented, gaming fun to them while at Supermarkets, integrating SOcial, LOcal and Mobile (SoLoMo), where F&N POSMs triggered an explosion of addictive, fun bubbles across their mobile devices to be blasted away. 

Execution
As a first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which uses image recognition technology to interact with F&N POSMs. All POS touchpoints in Supermarkets and even Mamaks urged them to point their mobiles at them to release an explosion of bubbles on their screens. They had fun blasting the bubbles away, sharing their scores and challenging their friends on Facebook. Grocery shopping had now become an interactive fun-filled gaming experience. 

Results
In 6 weeks, campaign reached 2.23m youth in Supermarkets and Mamaks. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (126% increase). Bubble-Blaster generated huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.