Malaysian Media Awards Winners Showcase





2010 | |

Show Me Your Love, on a Budget

Advertiser: Perodua Sales Sdn Bhd
Brand: Viva
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Vincent Ong 
(Media Manager), Sally Lai (Media Planner), Jennifer Chua 
(Media Buyer), Sulasi Hj Mahadi 
(Senior Manager, Perodua), Shahneezam Mohd Nor 
(A&P, Perodua)

SB - Show Me Your Love, on a Budget

Challenge
Malaysians first fell in love with Viva back in 2007. However, as the years passed, the love started to fade as Malaysians got inundated with newer and sexier options. We desperately needed to rejuvenate the love and reignite the flame for Viva but we only had RM50,000.

Solution
In the past, Viva serenaded the nation with exclamations of how much “Viva Loves Malaysians”. We knew if we ran print or TV ads to reignite the flame, it would be a one-way relationship. Instead, we turned it around. We invited Malaysians to woo Viva in front of the whole nation by unashamedly decorating their beloved Viva with the most creative and outstanding design. The staunchest lover will be rewarded with a brand new Viva.

Execution
We went to the #1 weekend newspaper with this contest. As the prize was to give away a new Viva worth RM50,000, Mingguan Malaysia was happy to offset the media space with the worth of the prize. Malaysians were asked to decorate our print ad showcasing a plain Viva, in the most creative and imaginative manner. The winner not only won a new Viva, he had the option to paint it with his winning design!

Results
More than 10,000 entries were received within 4 weeks. Most of the entries showed tremendous creativity, painstaking hours of hard work and love – surprising the judges and client. PR generated tripled the media investment. Brand engagement with every contestant averaged 72 hours.