2012




2012 | |

SEA’s Largest Cholesterol Check Delivers Large Sales

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Omega Plus
Creative Agency: -
Credits: -

Challenge
1 in 3 Malaysians have high cholesterol but aren’t aware of it. Thus, they don’t see a need to consume Nestle Omega Plus (NOP), a cholesterol lowering product. As a result, NOP sales were stagnant. We needed to make Malaysians realize their cholesterol problem and choose NOP as the solution.

Solution
Consumers would be convinced to make a purchase if we show them the crucial “heart facts”. To do this, we turned our POS into engaging cholesterol-check booths and moved them up the shopping journey i.e. before they enter the hypermarkets. This highly customized POS identified individuals with cholesterol problems thus allowing us to offer them NOP as THE solution to lower cholesterol.

Execution
Cholesterol-check stations, equipped with the latest gadgets to produce instantaneous cholesterol results, were set up at 320 of the busiest grocery stores in Malaysia. Health professionals, nutritionists and product experts performed the check-ups, answered questions, provided credible advice and ultimately offered NOP as a solution. NOP was sampled and sold on-location to close the deal. A database of people with high cholesterol was created for future engagement and follow-ups.

Results
Over 50,000 Malaysians checked their cholesterol numbers – largest ever witnessed in South East Asia. Over 80% of them purchased NOP and this translated to a 44% sales uplift. Brand consideration rose from 19% to 42% (Millward Brown), while market share hit the highest record ever at 35% (Nielsen).

 

 

2012 | |

Smart Tales Take Mommy Shoppers By Surprise

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady Growing Up Milk
Creative Agency: -
Credits: -

Challenge
Several Milk Brands have led consumers to believe that academic excellence is the end benefit of milk consumption. Dutch Lady had to break this notion amongst mothers as it believed in wholesome development by ‘Applied-Learning’. Our challenge was to bring the concept alive for the newly launched 5xDHA Growing-Up-Milk.

Solution
A child’s learning is a continuous process and not based on milestones. A child surprises her mother with smart actions and out-of-box thinking, regularly. But these day-to-day smart stories are lost in the slew of academic milestone celebrations by competitors. Media agency recommended to leverage this untapped position and bring alive ‘Applied-Learning’ by creating, collecting and showcasing very Smart Tales from Moms nationwide inspired by the antics of ‘little Adam’.

Execution
‘Little Adam’ had accompanied his mother for weekly shopping, but he got lost. When he realized his mother was lost, instead of panicking, he used the PA-system and announced calmly to that actually his ‘mother was lost’ and described her and asked for help. This was done across 300+ outlets of Giant with Dutch Lady’s Smart Tales message. ‘Little-Adam’s antics surprised shopper-moms and inspired moms to start sending in the smart tales of their kids.

Results
The campaign reached 1.2 Million of mainstream mothers. Moms shared thousands of Smart Tales. Brand-shares grew by an amazing 23%. Dutch Lady surpassed closest rival by 9% point margin in Brand-Shares to become the market leader. The endearing smart tales helped the brand get closer to moms across the country.

2012 | |

Mango Storm The Streets To Stores

Advertiser: Mango
Brand: MANGO
Creative Agency: -
Credits: -

Challenge
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Solution
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

Execution
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Results
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

2012 | |

Milo Miniature Van Made Gigantic Impact Across Malaysia

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle MILO
Creative Agency: -
Credits: -

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Challenge
MILO’s National Consumer Promotion was challenged by competitors, who offer multi- million dollars in prizes while MILO had only mini toy vans as prizes. We needed a creative in-store solution that would make our “mini prize” look like a million bucks.

Solution
As retailers themselves have strong emotional bond with MILO, we involved them as part of our marketing team. Their role is to provide MILO with more retail space and in return, MILO incentivizes them through a unique trade contest. The most creative and larger-than-life display featuring MILO vans will win prizes, PR coverage and bragging rights. Every retailer in Malaysia and Brunei were invited to participate.

Execution
To promote the campaign to retailers, we dispersed sales teams into every region. This also induced healthy competition within the trade circle. Participating retailers decked out their stores, trying to outdo each other with larger or better looking MILO displays. Some even built replicas of MILO vans! Although winners of this trade contest would receive monetary rewards, it became apparent that they were also driven by emotional pride and love for the brand.

Results
This was MILO Malaysia’s most successful promotion ever recorded. Over 94% of Malaysia’s retailers, totaling more than 60,000 retailers, participated in this trade activity. This resulted in 304,840 MILO Minivans redeemed by consumers, which was 12% ahead of the projected redemption rate.

2012 | |

Coffeemate Stirs The Largest Romantic Couple Sampling

Advertiser: Nestle Products Sdn Bhd
Brand: Coffeemate
Creative Agency: -
Credits: -

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Challenge
Coffee drinkers are predominantly Malay males. Usually, their wives prepare the coffee. Wives are also typically the purchasers, whose buying decisions are determined by her husband’s preference. To reach the female purchasers, we’re challenged to overcome the “husband barrier” and make Coffeemate the preferred choice for both husband and wife.

Solution
Since the husband is the barrier, we brewed up a way to get his approval for Coffeemate by introducing Malaysia’s largest “Couple Sampling” that involves both the husband and wife. The wife will prepare coffee with Coffeemate for her husband. This custom-made couple sampling at point-of-sale is interlaced with a romantic theme and would lead to immediate purchase once we have the husband’s buy-in on the taste.

Execution
Our unique POS set-up resembles a café and they were strategically situated at hypermarket entrances nationwide to intercept couples before their grocery shopping. To create a romantic atmosphere, we employed a string quartet to serenade our couples. Promoters encouraged the wife to personalize her husband’s coffee and push for sales. To make the experience more memorable, we photographed these couples, uploading it immediately to our Facebook page to encourage viral publicity.

Results
100,000 couples sampled Coffeemate, leading to the highest sales peak ever of over a million cups within the first 2 months of campaign. On top of that, our FB page recruited an enormous 50,000 new fans, which is a 3-fold increase after the campaign ended in December.