Advertiser: Nestle Products Sdn Bhd Brand: Neslac Excella Gold Creative Agency: McCann Erickson Credits: Lim Suk Yee (Senior Executive), Loo Pei Yee (Executive), Audrey Low (Associate Director, Client Leadership), Allison Chin (Trading Director), Nicole Leong (Senior Executive Nestle Products Sdn Bhd Her World)
A Nestle study revealed that mothers take pride in children’s achievements. They are often influenced by other mothers, desiring a good mother image. To resonate better with mothers, Neslac Excella Gold (NEG) growing-up-milk needed an avenue for them to share and sing praises about their kids in a believable manner.
Recognizing that women’s magazines are an important influence to provide aspirational environment for mothers, we partnered with Her World, a leading female magazine known for its credible real life stories. “My Child, My Star”, a first of its kind was born as a permanent fixture for 6 months, stretching our partnership with them to more than just a magazine publisher. Proud mothers can also then proudly share their star child’s stories to inspire other mothers!
First, we invited mothers to submit a short story on how they raised their kid to be the best. 6 shortlisted finalists were featured in the magazine, proudly giving their kids opportunity to shine while encouraging readers to vote for their favourite “Star Child”. The top 2 mothers win a stylized photo with their child and a special inspirational feature on their journey of motherhood. NEG branding was subtly injected throughout to create consumer association.
We became the hot topic amongst mothers! Nearly 700 votes were received within voting period. Readers were calling with enquiries on the feature story even after the campaign has ended. Mothers rated NEG the highest as being “the trusted brand” and “helps their child grow strong and healthy” (Millward Brown).
Advertiser: Dutch Lady Brand: Yes! Creative Agency: Leo Burnett Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett
Kids cultured dairy segment is a high growth and and very highly competitive one with brands like Yakult, Solivite, Vitagen & Milo pumping in huge A&P spends. Dutch Lady’s recently launched ‘Yes’, had to stand out and be relevant in the kids repertoire amongst others in a very limited budget.
The category was obsessed with mental and physical benefits of milk, so we decided to move away and own the kids right to play in this competitive world. We understood that Kids comics and playbooks are extremely popular and combines fun, play and education is one umbrella and mothers are more than happy to allow their kids to interact with them. Yes needed to be a part of the mom-kid conversations during Play and Funtime
We tied up with the most popular kids magazine ‘Kuntum’ and affiliated comics like Gogo & Elemen. The brand’ss mascot, the Yes! Cow, was integrated into the comic stories as the superhero who saves the day of the kids from the ‘Routine Monsters’. He tickled the brain of the kids by puzzles, games & general knowledge in the magazine which even the mothers enjoyed reading with her kids.
With a limited budget we reached out to almost 251,000 mothers and kids. The total awareness of Yes! increased by 24% and the conversion of Awareness to Ever Bought increased by a whopping 61% over the campaign period and Yes! cemented itself in the minds of kids and moms.
Advertiser: Unilever Malaysia Brand: Sunsilk Creative Agency: JWT Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director, The Exchange), Suveea Jinadasa (Senior Executive, The Exchange), Cheng Lin Nah (Manager, The Exchange), Looi Yew Mun (Manager, The Exchange), Caryn Hon/Ng Kok Yean (Executive, The Exchange)
Sunsilk globally partnered with the world’s 7 Best Hair Experts to co-create its new range. Problem was that nobody in Malaysia knew these experts, hence difficult to use them in communication. But since it was Sunsilk’s biggest campaign in 2010, the stakes were very high. It was make-or-break for Sunsilk!
Solution Women do rely a lot on experts when it comes to beauty care, but they need to be familiar names. Since the Sunsilk experts were unknown, a credible and ‘known’ go-between entity was required who would ‘introduce’ the 7 global experts to the audience. For many women, Beauty magazines are their ‘experts’. Product endorsed by beauty editors have always influenced women’s purchase decisions.
Sunsilk tied up with 13 magazines across all 3 languages for more than 5 months, to help establish the credentials of the global experts. Editorial features, product features within editors’ articles and co-creation advertorials – all these topped off with a premium leave-behind Sunsilk booklet – helped to build the experts’ credibility and create an impactful launch.
The four-month campaign period saw highest-ever market share jump in Sunsilk Malaysia’s history! Sunsilk became bigger than the closest two competitors combined!
Advertiser: Nestle Products Sdn Bhd Brand: MILO Creative Agency: Ogilvy Credits: Foong Zaai Yee (Executive), Germaine Ooi (Manager), Cindy Chia (Director, Client Leadership), Yvonne Tan (Senior Executive), Allison Chin (Trading Director
In 2010, MILO increased its price due to the surge in raw material costs such as cocoa and milk. Price sensitive Malay mothers switched to cheaper alternatives without realizing the nutritional value that they were sacrificing. How do we convince them that it’s worth paying more for MILO’s nutritional value?
Our focus group research shows that Malay mothers tend to prefer consuming lifestyle and celebrity news rather than hard facts and figures, with magazines being the key source. As a natural corollary, they also hold many of these celebrities in high esteem. Marrying these two insights, we entertained Malay mothers with a story about MILO’s ‘Protomalt’, the nutritional ingredient that gives kids more energy, delivering it in the celebrity lifestyle format that they love.
We structured a series of “celebrity articles”, harnessing celebrities to reinforce MILO’s nutritional message. We matched the celebrity type with the magazine content. e.g., celebrity mom was featured in ‘Keluarga’. The “articles” were positioned on 3 consecutive right-hand pages and to further grab attention, a die-cut protrusion was used to drive “traffic” to the articles. In fact, because of the die-cut, newsstand owners stacked the magazines on top of their shelves, further increasing visibility.
Past 7 days consumption increased by 4%. Market share increased immediately after the campaign, contributing to an 11 million cup increase! 5% more Moms believe MILO’s Protomalt gives kids more energy to get through the day (Beverage ATP).
Advertiser: Unilever Malaysia Brand: Lux-Unilever Creative Agency: JWT Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Looi Yew Mun (Manager), Sherlyn Chan (Senior Executive), Aileen Chew/ Sue Ho/Nadia Chee (Executive)
Lux wanted to make young women aware about the new-age ingredients in their “White Impress” variant of body-wash. But campaign ad-budgets were much smaller than those of most other beauty brands. Innovative ideas on relevant but cost-effective media were required, to achieve our objectives.
Women love looking at themselves in mirrors. It helps them check up on their beauty, and gives them self-assurance as they face the outside world. Lux provided them “self-assurance on-the-move” by creating a portable mirror, and simultaneously educated them on how the “Triple Whitening Ingredients” in the “White Impress” variant make them fairer.
We created a “mirror” in top beauty magazine titles across 3 languages – using UV Print on Reflective Paper + Gloss Lamination. Double- page-spread advertorials followed on the next page. Women were able to see themselves in the “mirror”, then flip over and get information on how the “Triple Whitening Ingredients” can make them fairer.
Brand health studies showed increase in awareness for “White Impress” variant Lux liquid penetration increased post-campaign period