Malaysian Media Awards Winners Showcase
2014 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Mamee Double Decker (M) Bhd Brand: Mister Potato Creative Agency: - Credits: Mamee Double Decker (M) Bhd — Pierre Pang (Deputy GM- Group Sales & Marketing), Cheryl Yong (Senior Brand Manager (Marketing)),Hester Hew (Brand Manager (Marketing)),Choo Kah Wei (Brand Executive);Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Mandy Liew (Media Manager), Vincent Loong (Media Manager), Queenie Phang (Senior Media Buyer)
The Challenge
Sampling is a must when launching any new FMCG product. However, in a closed environment such as college and university campus grounds where our heaviest snackers are, we needed a differentiated way to induce trial for our new BBQ and Hot & Spicy flavours.
The Solution – Insight & Idea
Why do we snack? Insight 1: snacking is a mindless activity. We snack out of habit rather than an active and conscious act. Most of us snack to distract us from the task at hand especially when studying or stress from a report which is due or simply because we are plain bored (admit it, you want to reach out for a pack of chips right now) The conscious effort to look out for a snack is therefore borne out of the need to break the monotony we are in. Insight 2: Snacking is contagious. The moment you hear or see someone snack, you will start craving too. College campus grounds are the perfect place to capture our habitual snackers. Studies have shown 7 out of 10 students snack while they are doing their revisions or in group discussions. Idea: Turn our Mister Potato posters into a 24/7 dispenser machine for non-stop potato chips! All these poster dispenser machines were placed at strategic locations around the campus where students could easily grab hold of a bag of chips, or two.
The Execution
As part of our sustenance strategy to maintain top-of-mind, Mister Potato has been buying mega posters in colleges and universities. To save cost, we converted 20 of these mega posters in 20 different colleges into “manual chips dispenser machines”, filled with the latest Mister Potato flavours. These posters dispenser machines were placed in highly strategic and high traffic areas to encourage our young snackers to snack more! Our Mister Potato poster-dispenser machines could be found inside the student centres, at the entrance to the library, lecture halls and study areas. As other competitive chips could only be bought from the cafeterias, our Mister Potato literally became top-of-mind and top-of-mouth in all 20 colleges we invaded!
The Results
In just one month, our “posters dispenser machines” reached out to 226,000 students, giving away 32,000 packs of Mister Potato. All with just a budget of RM64,000. Mister Potato was the answer to relief their boredom. Most importantly, sales volume went up by 15%.
