Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Mamee Double Decker Brand: Mister Potato Creative Agency: - Credits: How Yuan Yi (Associate Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Tan Soon Liang (Associate Digital Director), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager, Mamee Double Decker), Kenny Au (Manager, Mamee Double Decker)
Challenge
Not many people in Malaysia can see the Mister Potato brand without breaking into the jingle in their heads – “Mr Potato, Mr Potato …” How could we give this highly popular jingle a new twist and underpin the high quality promise of this leading brand in its category?
Solution
The strategy was to create a Mexican fiesta through media and on-ground events. A Mexican fiesta allowed us to underpin the brand personality and reach our target in new and unusual ways. “Mister Potato No. 1” online game welcomed our audience to experience the brand’s USP and lived the promise delivered in the jingle. Contest winners attended the Mexican themed party with top bloggers and they re-told their experience in Social Media space.
Execution
“Mister Potato No. 1” online game was different and interesting because to win the prized ticket to the Mexican themed party, one has to dress up in Mexican costume and upload their pictures – best dressed gets to attend the party and at the party, the best of the best walks away with cash prizes.
Bloggers gamely took part and helped promote the campaign as they took part in playing the game and dressing up Mexican.
Results
The Mexican themed campaign received overwhelming 6200+ entries. Brand scores – People who ‘likes’ the brand moved up 33%. Brand recall increased 18%. Throughout the campaign period, Mister Potato managed to sustain double digit growth in sales.
