Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Radio
Advertiser: Mamee Double Decker Brand: Mamee Sllrrrp Creative Agency: - Credits: How Yuan Yi (Associate Media Director), Mandy Liew (Senior Media Planner), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager), Kenny Au (Manager)
Challenge
Mamee Sllrrrp a truly Malaysian brand in the highly competitive instant noodles category where price and taste is almost parity, we shook the indifference by creating empathy—knowing that the way to a Malay’s stomach is through their heart.
Solution
Building empathy needs deeper brand and consumer insights to connect. Our brand insight on Sllrrrp is about enjoyment and having fun. The consumer insight was Hari Raya Open House is very close to the Malays’ hearts but the even deeper insight was “Celebrities would really make my Open House special”. The solution was to work with leading Malay channels to create a competition that brought celebrities and stars to host your Open House celebration.
Execution
Radio promoted the campaign on-air and on-ground with highly engaging executions that stood out from the clutter. Daily, celebrities and radio station personalities went on-ground for a month to entertain crowds, promoting the campaign at various locations. Daily, spots were anchored in highly intrusive pre-breaking fast segment to create constant reminder and sense of urgency for the contest. During the OpenHouse, live Radio broadcast from the winner’s home gave him instant fame and bragging rights.
Results
The campaign connected strongly and built empathy with the Malays, recall increased by 7%. 396,227 hits and 112,032 branded Raya e-cards sent out, giving us more than two minutes of valuable interaction with each contact. OpenHouse publicity reached unprecedented heights across channels. Best of all, sales recorded a 10% increased.
