2010 | Gold | Best Use of Radio
Advertiser: Nestle Products Sdn Bhd Brand: NESVITA Omega Plus Creative Agency: - Credits: Soo Wai Ching (Executive, The Exchange), Audrey Low (Senior Manager, Client Leadership), Allison Chin (Director, The Exchange), Nestle Products Sdn Bhd
Milk is traditionally associated with calcium and bones, so consumers are skeptical of NESVITA Omega Plus’ (NOP) claim to lower cholesterol. Thus, sales were disappointing. We needed to convince consumers by providing tangible proof that NOP can indeed lower cholesterol in 30 days.
Our target is predominantly Malays. They are also fans of celebrity news, with radio as an essential source of entertainment and information. Given these insights, we milked the radio DJ’s celebrity status by recruiting them to participate in a 30-day NOP challenge! Listeners nationwide could attentively follow the DJ’s health progress with NOP demonstrating NOP’s efficiency to lower cholesterol.
DJs recruited into the challenge would drink two glasses of NOP everyday for 30 days, monitoring their cholesterol levels throughout. We dominated airwaves through extensive DJ talk sets, station promos and phone-in segments. Other than on-air weekly updates, DJs regularly updated their blogs and twitter feeds. Our commercial aired concurrently, further reinforcing NOP’s link to heart health. After the challenge, DJs aired their own testimonials of how NOP successfully lowered their cholesterol.
Results were incredible! During this challenge, NOP achieved the highest ever market share of 21.4%, increasing by 35% since 2009. Thousands of listeners showed support and encouragement on the DJs’ blogs. DJs successfully lowered cholesterol levels by an average of 14% immediately convincing consumers that drinking NOP lowers cholesterol.
2010 | Silver | Best Use of Radio
Advertiser: Nippon Paint (Malaysia) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director) Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)
Even though NP has very high SOV on TV and outdoor, smaller competitors were crowding into the scene – diluting our presence. Crucially needing to find a new space to “colour”, Radio was chosen as no other paint advertisers were there. But how do you sell colours on radio?
Instead of selling colours, we sold dreams. Who wouldn’t want a total make over for their homes? A contest was created for listeners to win their dream make-over. But what the listeners did not know was that their rooms will be made-over by the DJs themselves, giving it a celebrity twist! The masterpieces were then posted online and served as a permanent colourful palette to be shown off to the winners’ friends and family.
Heavy on-air promotion to drive the awareness and participation for the home make-over contest. All DJs underwent a workshop to learn painting techniques and colour combinations. And because different DJ was assigned to different make-over, this made them more enthusiastic to talk about it on-air and blog about it after each project. They ‘contested’ with each other on whose make-over was more attractive and this gave us huge a following both on-air and online.
For the first time, a paint advertiser owned the airwaves with one-of-a-kind contest, turning DJs into painters. Colours were “sold” as listeners became curious with what the DJs have done to the winner’s rooms. Campaign reached 2 million listeners. Total brand awareness reached all-time high of 91% in Q409.
2010 | Bronze | Best Use of Radio
Advertiser: Hotlink Brand: Maxis Mobile Services Sdn Bhd Creative Agency: - Credits: Clarice Lee (Senior Manager, The Exchange), Casyn Sow (Senior Manager, The Exchange), Astrid Baptist (Executive, The Exchange)
2010 | Finalist | Best Use of Radio
Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Rexona Creative Agency: - Credits: Shankar Rajagopal (Director), Anne Leow (Manager), Looi Yew Mun (Senior Executive), Suveea Jinadasa (Senior Executive), Caryn Hon (Executive)
Malaysian women tend to shy away from discussing the private and embarrassing topic of body odour, and this hindered Rexona’s growth as a deodorant brand. Can Rexona increase its category penetration by finding a new communication strategy to break this taboo without breaking sweat?
Realizing that consumers associate telling lies with sweating; we saw an opportunity to create an engaging Lie Detector Test activation on radio, a highly personalized medium. This makes deodorant talk easier since the focus is on staying dry and not on embarrassing odour, cleverly associating Rexona with no sweat moments.
We raised temperatures by enlisting celebrities, allowing listeners to vote for the ten favorite celebrities they like to see on the hot seat for Live Lie Detector Test. Listeners were also engaged to persuade their chosen celebrity to participate. An engaging, entertaining format with great talkability factor, which also effectively communicated Rexona’s branding message of being able to stay dry, even under pressure!
Rexona women sales grew by 21% from Feb 09 to March 09. 80% of the radio station listeners were aware of the activation with Rexona’s brand association registering amongst 80%+. 88% of these listeners developed a positive purchase intention for Rexona.
2010 | Finalist | Best Use of Radio
Advertiser: Kraft Malaysia Brand: Twisties Creative Agency: - Credits: Chan Wan Lih (Senior Manager), Zufar Zahran (Senior Executive), Althea Wang (Manager)