Malaysian Media Awards Winners Showcase

The Challenge
Muslims and Cadbury had a long- standing relationship. However, trust was lost when false reports claimed Cadbury contained porcine DNA. The relationship was shattered. Cadbury needed to save it & win back Malays.

The Solution – Insight & Idea
Cadbury treats customer relationships very special. Its relationship with Malays was fragile during the campaign and Cadbury was cautious. Agency orchestrated 3 things as the campaign’s strategic foundation: WHEN: Ramadhan was nearing during the porcine issue. This gave Cadbury the opportunity to leverage on “forgiveness”, and thereafter, “reunion” during Raya. WHO: Just like any misunderstandings, trusted friends are great intermediaries. Malay celebrities & religious leaders will be talking to Muslim consumers on Cadbury’s behalf. WHERE: As tensions neutralize, the first “meeting” should be special. Cadbury will utilize Raya Open House as the perfect stage for welcoming the brand back. Idea: “RAYA MEMORIES” – Remembering good times with Cadbury.

The Execution
Set-up: Unbranded ‘Sembang Ramadan’ capsules that subtly refer to the porcine issue. Morality topics were created to contextualize the succeeding executions. Tugging Hearts: Using trusted friends, a series of TVC testimonials were created showcasing Malays’ fondest memories of Raya with Cadbury. Testimonies featured the public, Astro TV & radio personalities. Integration: Astro Ria’s MasterChef winner Dato Fazley Yaakob shared favourite Cadbury Raya recipes for Resepi Raya Pilihan Saya. A microsite featured more recipes. Reconciliation: A competition was created. Winners were given Cadbury hampers and ‘duit raya’. “Cadbury Joy Squad” consisting of H!Live hosts and top Malay personalities livened up the open houses.

The Results
Relationship saved! “Raya Memories” changed negative mindset about Cadbury from 98% to 55%. Over 1 million views achieved for all online content including those originally from TV’s. Overall, sales rose by 22% in Oct 2014 vs July 2014. This proves that trust and respect have been earned back, and the relationship is towards full reconciliation.