Advertiser: Glaxosmithkline Consumer Healthcare Sdn Bhd Brand: Horlicks 3 in 1 Lite Creative Agency: - Credits: -
Horlicks, a nutritious drink for kids, launched a convenient “Horlicks 3in1 (H3in1) Lite” in 2009 that was well-received but had an uphill task of gaining shares from dominant Milo. We were challenged to boost H3in1 Lite to attract adult users, and grow market share before the next launch in 2011.
H3in1 Lite is high in nutrition and fibre while low in sugar, making busy working women our perfect new target. Insights reveal they tend to neglect their health, but that they also admire other successful women as role models. Merging these insights, we identified the “Alpha Woman” role model who promotes a “good, holistic, balanced lifestyle” to inspire our target. H3in1 Lite will be there throughout the inspiring journey to “celebrate the everyday superwoman”.
Insights reveal that working women turn to women magazine titles to gain inspiration and ideas from other alpha women. Riding on this insight, we selected the magazine platform to portray the stories of three different types of busy alpha women: housewives, working mothers, and single working women. We shared real stories and tips of how these busy women juggle their daily responsibilities while taking good care of themselves to achieve a holistic, balanced lifestyle.
The campaign successfully attracted a new user group to achieve H3in1’s highest sales history, with 111% growth compared to pre-campaign month. Strong growth continued even after campaign period, garnering increased sales when H3in1 Fibre Up launched in Q3 2011. Market shares increased 31% at the end of the campaign.
Advertiser: Nestle Products Sdn Bhd Brand: Nestle Nestum Creative Agency: - Credits: -
Nestum is long reputed as a popular baking ingredient amongst Malay consumers, especially leading up to festive seasons when baking activity peaks. However, its festive-centric association caused Nestum sales to stagnate. Our challenge is to convince housewives to consume Nestum outside the festive Hari Raya period.
Malay mothers rely on magazines for baking ideas during festive seasons. So we strategized a communication that leveraged on the most popular local recipe magazine, “RASA” which is highly read by Malay mums. We reached them during the baking frenzy through the familiar ground of cookie recipes showcasing Nestum. We then anchored this opportunity to seed other creative ideas of using Nestum because these mothers also cook for their families on a daily basis.
We demonstrated creative Nestum ideas beyond conventional cookies in RASA’s most anticipated pre-Raya issue, dominating the front cover to showcase Nestum’s special issue. Stories were angled to shift Nestum’s perception from a festive baking ingredient to a daily cooking ingredient, while celebrity endorsements of Nestum’s benefits pushed Nestum as a delicious, healthy recipe. The magazine editor further emphasised the importance of breakfast with Nestum. It was the most audacious cooking magazine deal of the year.
Nestum dominated 70% of RASA’s available content. 100,000 copies of the special issue was printed – the highest circulation for the year. Demand for the issue continued even after publication month. Market share rose from 21.8% to 24.3%, the highest point achieved over the past 1 year.
Advertiser: Kellogg Asia Marketing Inc (Malaysia Branch) Brand: Special K Creative Agency: - Credits: -
Most savvy women recognize that weight loss is not a quick fix they can achieve within a few weeks. We needed a creative media execution cutting through clutter of weight-loss advertisements and convince our audience that the Kellogg’s Special K “2-weeks challenge” is the best weight management solution that works!
Insights show that our target audience is skeptical toward weight loss ads. These women look for realistic ads, not misleading. The solution was to look for a channel which they can trust and content which they can connect and engage in. Magazine was chosen as the medium. We designed thematic stories which would resonate with our readers and coupled it with a “2-weeks challenge” pack. The idea: The real 2-weeks challenge.
We partnered with Hot, a popular magazine amongst women audience to create thematic advertorials to meet different needs and moods of our savvy audience. Categories included; eating right, dress your shape, career profiling etc. The relevant and useful content set up the right frame of mind for our readers to be open to request for the “2-weeks challenge” pack consisting of a full size 370g box of Kellogg’s Special K.
All of the 600+ sample packs allocated for this 2- month exercise were snapped up within the first month! Due to the overwhelming response from the readers, the magazine owners requested for more sampling packs.