2012 | Bronze | Best Use of Newspapers
Advertiser: Kraft Malaysia Sdn Bhd Brand: Oreo Creative Agency: - Credits: -
Challenge In 2011, Oreo launched a new campaign advocating family bonding in conjunction with Father’s Day. Newspaper was identified as the relevant medium to connect with our target audience of mothers. On a limited budget, we’re challenged to creatively execute a memorable campaign that touches the hearts of every Malaysian mum.
Solution While mums spend an average of 30 minutes a day reading newspapers, advertising in newspapers don’t guarantee visibility and can be intrusive. Thus, our big idea is to create credible, interesting and heartwarming newspaper content that mothers enjoy. Leveraging research insights that confirm mothers are happiest when her kids bond with their dads, we partnered with popular press titles to develop a series of articles reflecting real stories of Malaysian dads bonding with their kids.
Execution Our press partners ran themed editorial content around ‘Dads and kids bonding’ for one month leading up to Father’s Day. With consumer insights, we tailored different angles to appeal to various readers. Harian Metro won Malay moms by unveiling a celebrity dad – Aaron Aziz’s secret family bonding moments with his kids. China Press focused on relatable real life heartwarming stories to tug at Chinese mom’s heartstrings. Oreo’s message and branding was injected within the editorials.
Results Editors were so excited they extended the articles from quarter-page to full-page and double-page spread! Oreo’s ad was paired with the articles at no additional fee, saving us RM103,041. Campaign garnered value worth over RM1million, 3 times our investment! Oreo saw 30% increase in value share versus past 6 months!