Malaysian Media Awards Winners Showcase





2010 | |

Milk Lovers Redefine Outdoor with Dutch Lady

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady
Creative Agency: -
Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), Olivia Lee (Media Planner), Hotimoh Hosnol (Media Buyer), Goh Soo Mei (Media Manager), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries Bhd), Christy Yong (Product Manager, Dutch Lady Milk Industries Bhd), Karen Tan (Account Director, Leo Burnett)

OOHM - Milk Lovers Redefine  Outdoor with Dutch Lady

Challenge
Milk was fast losing its relevance among youth. Dutch Lady as the category leader wanted to position itself as a more dynamic and youthful brand. The challenge was to engage youths in a fun and cool way that goes beyond the expected.

Solution
Youth love to hang outdoors. They also love Social networks & often generate their own content to share with their network of friends. So we redefined the passive outdoor, by marrying it with interactive user-generated content that gets shared via social networks. It was Malaysia’s first outdoor LED interactive campaign.
Recognizing their need for instant gratification we gave them their 15s of fame right in the heart of Bukit Bintang!

Execution
Consumers were invited to participate with the brand by expressing their connection with milk on a placard and posing at Dutch Lady’s 3D booth. Their image was instantly projected onto the huge LED screen in REAL TIME! Pictures were captured and posted onto Dutch Lady’s Facebook page. Participants tagged themselves to share their 15s of fame with hundreds of friends and friends-of-friends! Sampling drove trial and Bloggers posted their photos & spread the word.

Results
We brought FUN back to milk. Dutch Lady’s association as “Modern & Cool Brand” soared by a whopping 19% in Q1 2009! Brand acceptance amongst peers and friends sky-rocketed to 14%! Sales grew 17% compared to the same period last year.