Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Out of Home Media
Advertiser: F&N Interflavine Pte Ltd Brand: F&N Fun Flavours Creative Agency: - Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lai Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Pte Ltd), Kamal Kadir (Account Director, Bates 141)
Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market.
It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.
Solution
We decided to choose Freestyle Dance as the platform for them to express themselves. Youth spend maximum time out-of-home especially to lepak with their friends. We decided to get into action right at the street level to bring alive the concept of street dance. The idea was to innovate a unique buzzworthy street outdoor that marries the F&N product and the spirit of freestyle dance.
Execution
We placed life-size F&N cans in youth hang-outs nationwide such as the streets of Bukit Bintang and popular lepak malls around the country e.g. Cineleisure, Sunway-Pyramid, Queensbay-Mall etc. They were placed in high youth affinity contexts such as near cinema or mall entrances, ensuring maximum engagement. These spectacular cans which measures 6ft in height had lifesize freestylers frozen in cool freestyle dance moves inside an exploding swirl of F&N drinks.
Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.
