Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Mamee Double Decker Brand: Mister Potato Rice Crisp Creative Agency: – Credits: Vizeum Media Services — How Yuan Yi (Client Services Director), Vincent Loong Weng Chern (Senior Media Planner), Queenie Phang (Senior Media Buyer), Sim Beng Geok (Head of Client Services), Pierre Pang (Group GM of Sales & Marketing), Cheryl Yong (Senior Brand Manager)
Challenge
Snacking is bad for you and makes you fat! This is what women believe in. With limited budget and difficult to impress female target, MisterPotatoRiceCrisps had to bring alive their ‘round the clock guilt- free’ proposition in a way that stood out which female could connect with.
Solution
Women are very conscious of what they put into their mouth. They love to snack but often feel guilty after snacking. They know this feeling, they hold on to it and it stops them from reaching out to the bag of chips. We must demonstrate the pleasure and satisfaction from snacking RiceCrisps can bring. That it is a guilt-free snack worthy of their stomach space! Enter CapitalFM, the station women trust to convince our listeners.
Execution
We deployed a creative scheduling strategy, managing various executions synergistically. With less than RM40,000, we dominated Capital FM for a month:- 1. Six DJs going the extra mile to weave RiceCrisps subtly into their talk set – their favourite snack (Endorsement) 2. At key snacking times, DJs re-iterate the joy of light snacking (Reminders) 3. “Jam Break” sub-segment related food, travel and lifestyle (Lifestyle relevance) 4. Customized live liners running throughout the day (RiceCrisps USP).
Results
For just RM40k, campaign ROI was more than 300%. DJ’s round-the-clock endorsements and reminders were worth more than RM100k. They convinced more than 112k female that it is possible to snack guilt-free. By carefully mapping our message to moments of maximum motivation, MPRC sales outpaced snacks category with 13% growth!
