Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s Baby Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Assistant Brand Manager, Johnson & Johnson Sdn Bhd), Ong Bee Lin (General Manager, Lowe), Irene Thng (Managing Consultant, Bridges PR)
Under continued threat from local players, Johnson’s baby wanted to reinforce its leadership position as a partner in motherhood. The incidence of working moms had risen sharply among Malays and with the breakdown of traditional joint families; motherhood was really a scary journey. Johnson’s wanted to make it FUN!
Working moms planning to have their first baby worried if they will be able to give them the time and love that stay-at-home moms can. Malays are obsessed with local celebrities. Erra Fazira, the most famous & busy actress-cum-singer was pregnant. It was a perfect chance & we grabbed it. We developed Malaysia’s first reality program on celebrity lives partnering with Astro, depict Erra’s journey on motherhood – “Johnson’s baby Gugu Gaga Erra”.
A 10-episode reality program showcasing how Erra juggled just fine between her work & baby was produced. The program has professionals & experts advising moms on how to get ready for baby, how to handle it when motherhood hits you & most importantly how to enjoy while it lasts. Erra sang a custom theme song on mother-baby bonding, whose CD was bundled with Johnson’s products. Johnson’s baby usage was beautifully integrated into Erra’s lifestyle.
Program became Astro RIA’s No.1 program on launch date itself garnering a peak rating of 8. It became talk-of-town generating news & PR worth over RM1.073mil. From a high base share of 68%, Johnson’s baby added another 3.6% share to further cement its dominance. (Nielsen Retail Audit)
Advertiser: Mamee Double Decker Brand: Mister Potato Creative Agency: - Credits: How Yuan Yi (Associate Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager, Mamee Double Decker), Kenny Au (Manager, Mamee Double Decker)
Not many people in Malaysia can see the Mister Potato brand without breaking into the jingle in their heads – “Mr Potato, Mr Potato …” How could we give this highly popular jingle a new twist and underpin the high quality promise of this leading brand in its category?
We created a Mexican fiesta which allowed us to underpin the brand personality and reach our target in new and unusual ways. Effectively to surprise and amuse, we amplified the jingle making it unforgettable and fresh. The neighbourhood ‘rotiman’ was our inspiration. When you hear the ‘rotiman’ signature hoot, you eagerly look forward to the snacks he brings. We created our own version of the ‘rotiman’; Mister Potato men on redesigned motorbikes.
Mister Potato painted the town red, armed with his sombrero and mustache, singing his infectious jingle everywhere. Not one but five men dressed in Mister Potato outfits on Mister Potato motorbikes carrying lighted boxes distributing Mister Potato samples, rode in a convoy, spreading cheer everywhere they went. And they went to many places; colleges, schools, malls, offices, housing areas. This new mobile out-of-home vehicle was seen, heard and tasted (jingling and sampling).
This new touchpoint created buzz for the campaign with memorable brand interaction and drove word-of-mouth.
Brand scores – People who ‘Likes’ the brand moved up 33%. Brand recall increased 18%. Throughout the campaign period, Mister Potato managed to sustain double digit growth in sales