Showcasing: Advertiser of the Year



2011 | |

The Amazing Supercow Saves the Kids

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

Challenge
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.

Solution
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

Execution
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.

Results
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.

2011 | |

Dutch Lady brings alive the beautiful perspective of kids

Advertiser: Dutch Lady
Brand: Dutch Lady
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)

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solution
We understood that 1-6 yrs kid are as different
from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time
at home and Radio is a big source of entertainment
for her during her me-time. We decided to catch
her attention at this moment of truth with an innovative talk show.

Execution
We highjacked popular Radio Stations, Mix. My and Sinar and got the DJs to interview two kids, a preschool and a schoolkid. The cute and funny responses from the kids brought the house down also reiterating the point that the kids in these two segments are very different. The message “ Dutch Lady’s Kid and School milk are “Made-right-for-the-kids-age” “was subtely peppered throughout the 14 days across 3 stations and 3 languages

Results
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.

2011 | |

FRISO Captures the Holy Grail of Targeting

Advertiser: Dutch Lady
Brand: Friso
Creative Agency: Reprise Media
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Ullas Sahadevan (Search Director, Reprise Media), Rahul Colaco (Marketing Director, Dutch Lady Milk Industries), Debby Ho (Marketing Manager, Dutch Lady Milk Industries)

Challenge
Friso had different products catering to all the stages of motherhood. But there was no way of precisely targeting the different segments i.e Pregnant Woman, mother-with-kids 1-3 yrs, 3-6 yrs, with two kids or one expecting her second or third child, with the relevant product offerings from FRISO

Solution
Mothers being a concerned lot, high volume of kids nutrition and pregnancy related search were happening. Using this insight we decided to talk to the 7 different segments of mothers via the use of the new Multi-link search – first time ever in Malaysia, in Google search. This innovation allowed us to match ALL SEVEN different mother profiles with the different relevant product offerings and drive sampling with the same message.

Execution
We placed 4 different links below the key message, directed towards the mothers, on text ads. By doing so mothers/Would-be mothers saw the product which was relevant to them and made their choice. This break-through idea helped us match Seven audience profiles to 3 segmented products; Friso Gold 3 (1-3 yr olds), Friso Gold 4 (3-9 yr olds), Friso Mum Gold (Pregnant Moms). The last link ‘Request Free Sample’ closed the loop of consumer choice.

Results
It took the search category by storm by talking to 7 segments in one Ad, achieving a CTR of 3.09%, 206% higher than the industry benchmark. The cost- per-acquisition was 76% lower than traditional methods. About 28,000 leads was generated in a short time. Friso Sales increased by 32% YoY.

2011 | |

Malaysia raises the largest ‘Yum Seng of Milk’

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

Challenge
Milk is boring. Milk is like our mom – she is nice, good & caring, but it’s not cool to hang out with her often. Dutch Lady faced a huge problem of people stopping to drink Milk beyond a certain age. Our challenge was to make come back to milk.

Solution
We discovered three key bottlenecks – Make milk aspirational , make it fun and make it shareworthy. So, we designed a campaign that would bring the top youth lifestyle influencers to own their love for milk helping make it hip and aspirational; engaged youth to participate with the brand in a fun fashion; and created a milk sharing experience that was the largest ever and brought the love back for milk.

Execution
We decided to spark the hysteria around Milk drinking through TV. Prominent hosts and celebrity guests on various prominent young shows raised milk toasts on their show, calling people to join the largest milk drinking event on World Milk Day. Benefits of Milk and Dutch Lady packs were seamlessly integrated into the TV programs and chat shows . The celebrations soared to the pinnacle with the event coverage in prime time news & nationwide broadcast.

Result
The campaign reached 76% of the target audience. 3,200 people turned up to simultaneously drink milk and made it to the Malaysian Book of records. Dutch Lady’s Top-of-mind increased by a record 7% and weekly purchase frequency DOUBLED and sales grew by 14%, cementing Dutch Lady’s position as the leader.

2011 | |

Dutch Lady Guides moms with custom TV Guide

Advertiser: Chocolate Drink
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

NEWS - Dutch Lady Guides moms with custom TV Guide

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solutions
We understood that 1-6 yrs kid are as different from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time at home and the TV guide becomes an important tool for her to asses the day and also decide the content for her kids. We decided to catch her attention at this moment of truth

Execution
In conjunction with the most popular newspapers we segregated the Program listing of all the channels of the TV guide into “suitable for kids below 6 years” and “suitable for kids between 7 – 12 years” with the message “Just like Dutch Lady Kids and School milk is specially designed for specific age“ Editorials on age specific nutrition were planted to coincide with the launch phase of the campaign.

Result
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.