Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Radio
Advertiser: Nestle Products Sdn Bhd Brand: Nestle Baby Cereal Creative Agency: - Credits: Lim Suk Yee (Executive, The Exchange), Audrey Low (Senior Manager, Client Leadership), Yoong Kah Lai (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Nestle Products Sdn Bhd
Challenge
The Ministry of Health’s new regulation disallowed medical professionals to promote or communicate any brand of infant food to mothers. How do we ensure new mothers ONLY think of Nestle Baby Cereal when her child is ready to be introduced to solid food?
Solution
Research showed that inexperienced, new mothers need constant assurance and support. That is why they exchange tips amongst themselves. But we realised the best advice comes from experienced mothers supported by a trustworthy brand, Nestle! So we conceived a consumer-generated radio show, “My Little Precious First Solid Food’, providing new mothers opportunity to learn from experienced mothers and Nestle.
Execution
We encouraged experience mothers to share their most valuable weaning experiences. The most memorable advice was selected and broadcast live to the entire nation, by mothers themselves! These mothers were then gathered to advocate a sharing session with new mothers. Nestle was seamlessly weaved into their feeding experiences, reinforcing Nestle to be mother’s first choice for baby weaning.
Results
Nestle gained many mentions! Mothers testified their trust for Nestle, further strengthening Nestle’s role in mothers’ minds. Experienced mothers were happy to be acknowledged as experts, while new mothers appreciated the learning. As a result of this campaign, sales grew by 10%!
