Malaysian Media Awards Winners Showcase

Challenge
Several Milk Brands have led consumers to believe that academic excellence is the end benefit of milk consumption. Dutch Lady had to break this notion amongst mothers as it believed in wholesome development by ‘Applied-Learning’. Our challenge was to bring the concept alive for the newly launched 5xDHA Growing-Up-Milk.

Solution
A child’s learning is a continuous process and not based on milestones. A child surprises her mother with smart actions and out-of-box thinking, regularly. But these day-to-day smart stories are lost in the slew of academic milestone celebrations by competitors. Media agency recommended to leverage this untapped position and bring alive ‘Applied-Learning’ by creating, collecting and showcasing very Smart Tales from Moms nationwide inspired by the antics of ‘little Adam’.

Execution
‘Little Adam’ had accompanied his mother for weekly shopping, but he got lost. When he realized his mother was lost, instead of panicking, he used the PA-system and announced calmly to that actually his ‘mother was lost’ and described her and asked for help. This was done across 300+ outlets of Giant with Dutch Lady’s Smart Tales message. ‘Little-Adam’s antics surprised shopper-moms and inspired moms to start sending in the smart tales of their kids.

Results
The campaign reached 1.2 Million of mainstream mothers. Moms shared thousands of Smart Tales. Brand-shares grew by an amazing 23%. Dutch Lady surpassed closest rival by 9% point margin in Brand-Shares to become the market leader. The endearing smart tales helped the brand get closer to moms across the country.